Abstract: Rooted in the early research of trait-word, mental lexical method is used to reveal the inner nature of subjects by analyzing the words which are able to evaluate specific individual or object. In brand personality studies, mental lexical method mainly focuses on the dimensions or key traits of brand personality. So far, many other methods have been combined into mental lexical method, such like reaction time test and implicit attitude test from interrelated fields. Mental lexical method is also applied to the studies of brand extension, brand positioning and some other fields related to brand personality

Key words: mental lexical method, brand personality, personality