Question

Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful. A) sincerity B) excitement C) competence D) sophistication E) ruggedness

Answer 1

Answer:

The correct answer is letter "C": competence.

Explanation:

American writer, educator, and psychologist Jennifer Aaker (born in 1967) is the author of the Brand Dimensions model in which she describes five (5) dimensions companies used for the marketing of their products that are related to individuals' personalities. Those personalities are:

• Sincerity: characterized by honesty and cheer.
• Excitement: characterized by dare, spirit, and imagination.
• Competence: characterized by reliability, intelligence, and success.
• Sophistication: characterized by the upper class, charm.
• Ruggedness: characterized by being outdoorsy and tough.