The Brand Personality Model: A Modern Case Study
https://www.youtube.com/watch?v=uCKA8-NNlJU It's been 20 years since Jennifer Aaker published her 1997 study 'Dimensions of brand personality' in the Journal of Marketing Research. Unlike a lot of theoretical marketing concepts born out of the 20th century, Aaker's model has somewhat stood the test of time. So what are the dimensions of brand personality? In a nutshell, it's [...]