Abstract: Brand personality refers to a set of personality traits which consumer could perceive. According to the trail of overseas research documents on brand personality, The paper firstly introduces a definition of brand personality from the groups of brand image and brand image dimension, and then also reviews the composition dimensions of brand personality based on the personality type theory and personality trait theory, further summarizes and analyses the influence of brand personality on consume behavior and enterprises operating. Eventually the paper discusses the existing shortcomings of the present research and looks forward to the trend of brand personality research from three aspects just as research content, research method and theory reference.

Key words: personality, brand personality, brand personality dimension, the "big five" personality theory, self-concept