An in-Depth Breakdown of the Aaker Model


The Aaker Model provides a blueprint to build a successful brand. A key aspect of the model is brand identity. Read more to learn about the Aaker Model and how to build brand identity using its principles.

What Is the Aaker Model?

The Aaker Model is a brand guideline developed by David Aaker, a marketing specialist. The model outlines how a company can attain brand equity. It also emphasizes the high importance of brand identity and offers unique solutions to build brand.

The Aaker Model provides building blocks to developing a brand identity. It is a foundational point of emphasis for companies constructing their brand. The following are ways the Aaker Model can help your business build strong brand identity.

A picture of a keyboard with a key that reads 'guidelines'.
The Aaker Model is a guideline for a company’s branding.

Brand Personification

Brand personification occurs when a part of a company’s brand, such as its logo, is associated with what it means to be human. Therefore you should sculpt your branding strategy so that qualities such as emotions, values and kindness are associated with your company. Keep in mind that personification needs to be relevant and contribute positively toward your company identity.

Here’s an example of brand personification. In an advertisement, a security company’s brand logo is personified as a strong individual who fights off a home invasion in an animated representation. The image this creates brings the brand to life while showing what the company does. If possible, find ways to create your own brand personification to build brand identity.

A picture of a laptop on a desk next to coffee and headphones.
Construct brand personification that pairs your company with positive traits.

Measure the Market Perception of Your Product

A true measurement of your product involves a multi-stage approach. This includes examining the way a product is perceived, which markets are using it and what kind of characteristics are aligned with it. The intention a company has for its product doesn’t always coordinate with the resulting usage.

For example, when I was younger, a company sold a product called ‘POGS’ – round tiny cardboard pieces. They were intended to be used in a game where users flipped them over. They became very popular, however the popularity was for a completely different reason – collecting and trading. In fact, not many played the game. Accordingly, embrace the evolution of your personal product and services to build strong brand identity.

A small group of people sitting in a library listening to one of them explaining something.
Make sure to understand how consumers use your product.

Uniformity of Company Images and Symbols

The logo of a brand is huge in building brand identity, as it is a clear notification of everything the company stands for. Each time someone sees it they recognize it and associate it with a certain company. Beyond this, companies need to be aware of the images and symbols they use in projects and campaigns.

To simplify this process, companies should strongly consider a system like digital asset management (DAM). A DAM ensures teams can quickly share and access branding materials. It also helps keep all branded media relevant and up-to-date during each campaign.

The Aaker Model is only as effective as you allow it to be. Gain a base understanding of its concepts and use this knowledge to dig into one of the model’s many subcategories. You’re bound to build stronger brand as a result.