Brand Personality Theory and Practice1. What is brand personality? 1.1 The background of the brand personality. The first time brand personality was mentioned was in 1955 by David Ogilvy (Ogilvy, 1955) when he gave a lecture to the American Associate of Advertising Agencies. This concept specifically emerges in the background. With the development of technology, products with the same quality become much more than before. Manufacturers need a new method to identify themselves from each other. On the other hand, customers also want to identify themselves from each other. They need a method to express their personality. So brand personality is on the table with the responsibility of identifying, producing and satisfying customers' emotional and personal needs. 1.2 The history of the development of brand personality As the first mention (Ogilvy, 1955) from today is already fifty years. In these fifty years, people never stop achieving the brand's personality, and their achievement mainly focuses on three aspects. The first is at the level of conception. They defined brand personality with description (Allen. Olson, 1958), dimensionality (Aaker, 1997), and relationship (Susan Fourneir, 1998). The second is at an achievable level. And it can be separated from qualitative scope (Levy, 1985; Plummer, 1985) and quantitative scope (Davil Aaker, 1997; Bill Merrrilees, 1999; Dale Miller, 2001; Shengbing Huang. Taihong Lu, 2003). The last one is how to manage brand personality. Someone thinks that it is the tool with which the brand expresses itself to the customer (King, 1989), someone thinks that it is simply the information created by AD (Lannon. Cooper, 1983), and someone thinks that it is one of the determinants in the construction of a brand (Keller, 1989 ; Aaker, 1991; Biel, 1993).(Yanhui Zhao, 2004)1.3 What is the role of brand personality in building a brand? According to Kevin Lane Keller, brand personality is only one attribute of brand image (appendix 1). User/usage image is an attribute of brand image. These two attributes may simply elicit mental attribution from the customer. And the image of the user/use is the material part just as the personality of the brand is the abstractive part,2. Why marketers need brand personality. Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (AMA, 2004). So all marketing behavior should consider the customer, or called customer based. 2.1 Brand personality for strategic planning There are three levels in strategic planning: corporate level, strategic business unit (SBU) level and functional level (Kotler et al.