Thirteen Strategic Imagery ™ Dimensions

The activity dimension measures consumers’ impressions of visceral excitement, energy, dynamism, and potential for movement and evolvement within the brand image. This dimension also reflects consumers' own feelings of energy and vitality in relationship to a particular brand (i.e., “this product makes me feel more energetic”).
The approachability dimension gauges perceptions of a “friendly” brand character as well as consumers’ willingness to approach an unfamiliar product. Packages that perform well on this dimension are frequently described as “eye-catching,” interesting and “inviting” and may standout more on the shelf. This attribute accounts for much of consumers' interest in initially purchasing a product, as well as their selection of one brand over another when all other factors are equal.
The authenticity dimension speaks to consumers' opinions of a brand as genuine and trustworthy. Consumers' who perceive a brand as lacking on this dimension will actively evaluate other available information (e.g., word of mouth, packaging) to determine spurious claims and false promises. They are less likely to be won over by snappy advertising and commercials. In contrast, brands considered high in authenticity will often win consumers without needing to substantiate marketing claims. Consumers have already "bought the image," so to speak, and are willing to accept the brand on this basis.
The dependability dimension reflects a brand's consistency throughout the years, and provides an indication of consumers' perceptions of loyalty and commitment. Although perceptions of dependability are strongly influenced by past experience, this scale also gauges consumers' expectations of an unfamiliar product meeting their needs.
The desirability dimension measures packaging appeal and perceptions of external appearance. Comprised of attributes such as "pleasant," "agreeable," and "sexy," this dimension is positively associated with consumers' interest in purchasing a brand for the first time.
This dimension is comprised of adjectives that measure emotional depth and the brand's capacity for evoking strong feelings and reactions. The adjectives that comprise this dimension include words such as "happy," "peaceful" and "content."
This dimension is composed of attributes that measure consumers' personal experiences with a brand and the extent to which a brand is known and quickly recognized. High performance on the familiarity dimension denotes a meaningful connection with a brand that frequently goes beyond one or two purchases and reflects characteristics of longevity, tradition, heritage, and family embedded in the brand image. This dimension also gauges level of comfort in the brand image and consumers' implicit desires for consistency or change.
The gender dimension refers to perceptions of a brand as distinctly masculine or feminine as well as the gender of the individual the product would likely appeal to.
The health dimension speaks to consumers' perceptions of a brand or package as contributing to their physical fitness and well-being. This dimension examines the success of a design in promoting quality of life. Composed of attributes such as "wholesome," "healing," and "natural," the health dimension essentially asks the question, "Is this product good for me," and "How do I know?"
The maturity dimension reflects perceptions of brand age and the population of consumers considered the brand's primary focus. This dimension also gauges respondents' impressions of brand experience and staying power.
Quality speaks toward consumers' impressions of excellence within a brand or product. This is defined in terms of the quality of ingredients, packaging, and other aspects of product presentation. High scores on the quality dimension are strongly related to consumers' interest in a brand and their purchasing decisions.
The security dimension measures consumers' feelings of "safety" and "being protected" in relationship to a brand, product, or package. Since these feelings are heavily influenced by familiar names and advertising, brand name products have a distinct advantage over generic products on this dimension.
The status dimension measures a brand's position relative to itself in contrasting markets, or the existing competition. This position is determined by evaluating 4 essential brand characteristics; perceptions of price, leadership, intelligence, and sophistication. This dimension is also influenced by brand name recognition, with lesser-known brands generally exhibiting lower status than more familiar brands.