COP Practical: Aaker's brand identity model

Aaker developed his brand identity model around four different perspectives and 12 dimensions. See figure 16. Brand managers should have an in-depth understanding of the brand identity from different perspectives before they are able to clarify, enrich and differentiate the brand identity. Aaker distinguish the following perspectives (Aaker, 2000:78)

Brand as a product:
The product related attributes will by nature have an important influence on brand identity due to the fact that they are linked to user requirements and product experience. Aaker addressed six dimensions within this group (Aaker, 2000:78-82).

Brand as an organization:
By looking at the brand as an organization, brand managers are forced to shift their perspective from product to organization attributes. These are less tangible and more subjective. Attributes as CRM, innovation, perceived quality, visibility and presence can contribute significantly towards value propositions and customer relationships. Aaker addressed two dimensions within this group (Aaker, 2000:82&118).

Brand as a person:
Brand as a person is a perspective as if the brand was a human being. Brand personality is a very distinctive brand element and extensively used in many brand equity models. For that reason it is described in next paragraph 2.3.4. Aaker addressed two dimensions within this group.

Brand as a symbol:
Brand as a symbol can capture almost anything that represents the brand. A strong symbol can fulfil an important and even a dominate role in brand strategy. Symbols are very strong if they involve a recognizable, meaningful and trustful metaphor. Aaker addressed two dimensions/three types within this group.


The hart of the model contains the brand essence, core identity and extended identity.

The brand essence:
The brand essence captures the brand values and vision in an ambivalent timeless identity statement. Aaker sees this as the internal magnet that keeps the core identity element connected (Aaker, 2000:43-47).

The core identity:
The core identity represents the essence of the brand and contains the associations that are most likely to remain constant over time. Ultimately, as a result the core identity elements make the brand sustainable, unique and valuable(Aaker, 1996:85-89).

The extended brand identity:
The extended brand identity fulfils a completeness and texture role to funnel the ambivalent core identity into a consistent direction of the brand. Where core elements are timeless, the extended identity contains elements that do not belong to the timeless foundation of the brand identity (Aaker, 1996:85-89).