Jungian approaches suffer from two core limitations: (a) the assertion of universality – which the authors note, and (b) the psychoanalytic heritage of the ideas (which presupposes a certain view of motivation) is disavowed by most contemporary psychologists.
Page 2, line 62: I disagree with the claim that “above models can be seen as extensions of Aaker’s (1997) brand personality model.” The models you listed are variants of well-known hierarchy of effects models. Aaker’s approach is nested within these – it specifies a way brands can establish relevance in the eyes of consumers (via establishing a human identity or character).