The Aaker Brand Personality Framework defines five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. Brands can manifest these character traits. For example, a sincere brand is regarded as down-to-earth and focused on fulfilling customer demands.

Brand personality refers to the unique set of human characteristics that a brand embodies, allowing consumers to form an emotional bond with it. These dimensions include sincerity, excitement, competence, sophistication, and ruggedness.

These brand personality traits are designed to appeal to different consumer preferences and create a unique identity for the brand. Some common brand personalities include sincerity, excitement, competence, sophistication, and ruggedness.