This study employed Aaker’s (6) brand personality framework to assess the brand
characteristics of a membership based sport organisation in Australia (N=413). Factor
analysis suggested that Aaker’s framework did not fully capture variations in responses
within the Australia sample, and that a modified version incorporating an additional
dimension of Innovation was required. This modified factor structure may reflect
characteristics of netball as a sport, specific sample attributes or cross-cultural variations
in the brand personality concept. Results indicate that the Netball Victoria brand is strongly
associated with Competence, Sincerity and Innovation, is moderately linked with Excitement
and Sophistication, and has a low connection with Ruggedness. These qualities are perceived
with a high level of consistency by different respondents. The organisation’s brand
personality as perceived by its members provides a diagnostic which may be used to guide
re-branding, positioning and other marketing strategies. Additional research is required to
assess the role and function of cultural variations in measuring brand personality.