| 品牌個性 (中文/Eng) | 品牌個性之子類別 (中文/Eng) | 特質 (中文/Eng) |
|---|---|---|
| 真誠感 (Sincerity) | 親切務實 (Down-to-earth) | 平易近人 (down-to-earth) |
| 重視家庭 (family-oriented) | ||
| 小鎮風格 (small-town) | ||
| 誠實正直 (Honest) | 誠實 (honest) | |
| 真誠 (sincere) | ||
| 真實 (real) | ||
| 純樸健康 (Wholesome) | 純樸 (wholesome) | |
| 原創 (original) | ||
| 開朗愉悅 (Cheerful) | 開朗 (cheerful) | |
| 感性 (sentimental) | ||
| 友善 (friendly) | ||
| 熱情感 (Excitement) | 大膽創新 (Daring) | 大膽 (daring) |
| 時尚 (trendy) | ||
| 刺激 (exciting) | ||
| 活力充沛 (Spirited) | 充滿活力 (spirited) | |
| 酷炫 (cool) | ||
| 年輕 (young) | ||
| 富有想像 (Imaginative) | 富有想像力 (imaginative) | |
| 獨特 (unique) | ||
| 緊跟潮流 (Up-to-date) | 緊跟潮流 (up-to-date) | |
| 獨立 (independent) | ||
| 現代 (contemporary) | ||
| 專業感 (Competence) | 可靠信賴 (Reliable) | 可靠 (reliable) |
| 勤奮 (hard working) | ||
| 安全感 (secure) | ||
| 智慧專業 (Intelligent) | 聰明 (intelligent) | |
| 技術專業 (technical) | ||
| 企業形象 (corporate) | ||
| 事業成功 (Successful) | 成功 (successful) | |
| 領導力 (leader) | ||
| 自信 (confident) | ||
| 高雅感 (Sophistication) | 高貴優雅 (Upper class) | 高貴 (upper class) |
| 迷人 (glamorous) | ||
| 外貌出眾 (good looking) | ||
| 魅力非凡 (Charming) | 有魅力 (charming) | |
| 女性化 (feminine) | ||
| 平滑 (smooth) | ||
| 堅韌感 (Ruggedness) | 熱愛戶外 (Outdoorsy) | 熱愛戶外 (outdoorsy) |
| 陽剛 (masculine) | ||
| 西部風格 (Western) | ||
| 堅韌強悍 (Tough) | 強悍 (tough) | |
| 堅韌 (rugged) |
詞彙用來形容特定之品牌個性：「獨立（independent）」—>令人興奮 (exciting)；「迷人(charming)」—>高雅感（sophisticated)；「腳踏實地(down-to-earth)」—>真誠 (sincere)（Stamatogiannakis et al., 2020）
Reference:
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 347-356.
Stamatogiannakis, A., Luffarelli, J., & Yang, H. (2020). What does the symmetry of your logo say about your brand. Harvard business review, March, 1-7.
「令人興奮的品牌」是指那些將自己行銷為「酷炫 (cool)」、「時尚(trendy)」、「年輕(youthful)」、「有活力(spirited)」、「富有想像力(imaginative)」或「大膽(daring)」的品牌。（例如 Mountain Dew、Red Bull、Nike、MTV和 Tesla 等品牌）(相對比，Shell、Kleenex等品牌比較不具備令人興奮的個性）（Stamatogiannakis et al., 2020）
如果品牌具備令人興奮的個性，品牌經理與設計師在創造或修改商標時，應該考慮採用不對 稱的商標。相反地，當品牌不具備令人興奮的個性，採用對稱的商標會更有利。（Stamatogiannakis et al., 2020）
Stamatogiannakis, A., Luffarelli, J., & Yang, H. (2020). What does the symmetry of your logo say about your brand. Harvard business review, March, 1-7.
Red Caffeine’s Brand Archetype
| 核心動機／需求 | 性格特徵 | 品牌原型 | 代表品牌 |
|---|---|---|---|
| Connection & Belonging | |||
| 連結與歸屬 | Friendly、Down-to-Earth、Honest | ||
| 友善．平易近人．誠實 | **EVERYMAN | ||
| 平凡人** | Budweiser | ||
| Playful、Witty、Humorous | |||
| 愛玩．機智．幽默 | **JESTER | ||
| 小丑／愛開玩笑的人** | M&M’s | ||
| Intimate、Affectionate、Charming | |||
| 親密．深情．迷人 | LOVER | ||
| 戀人 | Victoria’s Secret | ||
| Stability & Structure | |||
| 穩定與結構 | Empathetic、Giving、Service-Oriented | ||
| 同理．付出．服務導向 | **CAREGIVER | ||
| 照顧者／守護者** | Allstate | ||
| Confident、Powerful、Authoritative | |||
| 自信．強大．權威 | **RULER | ||
| 統治者／君王** | Microsoft | ||
| Imaginative、Innovative、Expressive | |||
| 富想像力．創新．表現力強 | **CREATOR | ||
| 創造者／創作者** | Apple | ||
| Learning & Freedom | |||
| 學習與自由 | Wholesome、Utopian、Optimistic | ||
| 純真/純樸．理想主義的．樂觀 | **INNOCENT | ||
| 純真的人** | Coca-Cola | ||
| Truth-seeking、Objective、Decisive | |||
| 追求真理．客觀．果斷 | **SAGE | ||
| 智者／賢者** | |||
| Adventurous、Open-minded、Independent | |||
| 冒險．開放．獨立 | **EXPLORER | ||
| 探險者／探索者** | Jeep | ||
| Results & Mastery | |||
| 成就與精通 | Risk-taking、Raw、Edgy | ||
| 勇於冒險．原始．前衛 | **REBEL | ||
| 叛逆者／反叛者** | Converse | ||
| Transformative、Awe-inspiring、Visionary | |||
| 變革．令人敬畏．有遠見 | **MAGICIAN | ||
| 魔法師／魔術師** | AXE | ||
| Courageous、Determined、Triumphant | |||
| 勇敢．堅毅．凱旋 | **HERO | ||
| 英雄** | Nike |