Brand personality is an attractive and appealing concept in the marketing of today. Schiffman et al. (2001) stated that customer's personality has influences on various aspects of consumer behavior. For this reason, many companies are trying to get targeted customer's attention by creating a distinctive brand image for their product. In the United States, promotion of General Motors' Chevrolet truck emphasized the image of ¡§Like a rock¡¨, and that of Canon's EOS Rebel X camera emphasized the image of independence, dynamism, and brilliance through the tennis player, Andre Agassi. These kinds of human characteristics associated with a brand are call ¡§brand personality¡¨. Many researchers pointed out that the important of brand personality is building competitive advantage and brand loyalty (Rise & Trout, 1986). ¡§Brand personality is interfered by the set of human characteristics typical of the user of the brand, or the brand's endorsers. The trait of people associated with the brand are transferred to the brand¡¨ (Schiffman et al. 2001, p. 130).
The purpose of this report is to discuss on the concept of brand personality and its i

Research by Chen & Cheng (2001, pp. 440 defined that ¡§brand personality is what a consumer thinks the product service is or has and what is involved with its purchase or consumption¡¨. Brand personality relates to customer's personalities that determined through the values and beliefs they have, and other personality characteristics they develop. This can simply mean that brand personality relies on customer's characteristics, values/beliefs and perceptions that a person may have. Examples of these include dependability, trustworthiness, honesty, reliability, friendliness, caring and fun loving (Chen & Chen, 2001). These characteristics have impacts on creating brand for marketers so the company has to decide what personality trait the brand is to have. This research suggested on the method of creating brand personality. There are various ways of creating brand personality. One way is to match the brand personality as closely as possible to that of the consumers or to a personality that they like. There are three steps of creating brand personality. Firstly, a marketer has to define the target audience and he/she has to find out what are customers' needs and wants. Secondly, the marketer then builds a consumer personal profiles. Lastly, he/she has to create the product personality to match that profile. The research found that the process of creating brand personality is very helpful for most marketers, which it helps to create a company's brand which matches with its consumer's personality (Chen & Cheng, 2001).

With car no. 3, (Refer to appendix 2) all participants mutually agree that the car is made for wealthy people. The car is very outstanding in terms of reflecting the pride and success in career and business side of the owners. The advertisement emphasizes that the appearance of the car is exceptionally elegant especially when the car is parking in the central of the stadium impulses the advertisement audiences that the car look is truly captured the interest of people outside. Additionally, the car maker, Mercedes Benz, tries to make its targeted audience believe that the money they spend on the car not only for elegant look but also German-engineered performance which has long been globally reputable as the world's most highly sophisticated technology in the automobile business.

„h Expensive and classic car „h Suit for rich people.

Car Participant No.1 Participant No.2 Participant No.3