Measurement and Validity of Jennifer Aaker's Brand Personality Scale for Colgate Brand:

Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness.This study focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker's Brand Personality scale. The study indicated that: About 93 per cent of the respondents used toothpaste and toothbrush among the oral care products.About 55 per cent of the respondents used only Colgate brand and about 39 per cent used Close-up and Pepsodent together with Colgate brand.61 per cent of the respondents who were using only Colgate brand were using the brand for more ...