"A company's brand is the primary source of its competitive advantage and a valuable strategic asset," said Aaker, who is generally regarded as the world's leading academic authority on branding strategy. "Yet, too often, the brand message to customers is weak, confused, irrelevant, or, worst of all, indistinguishable from competitor offerings."
David Aaker
University of California at Berkeley's Haas School of Business

Brand Personlity might best be though of in terms of the relationship of the brand to a person's qualities. These qualities can be clear brand equity builders if they are consistent with the industry or image desired. For instance (Honesty) for and accountant, or (Compentance) for a mechanic.

Some qualities to assist in defining a Brand Personality include:

Honesty	Competence	Sincerity	Excitement
Ruggedness	Stregnth	Wisdom	Enjoyable
Friendly	Funny	Intimidating	Cool
Democratic	Discriminating	Personal	Focused
Natural	Edgy	Creative	Flashy
Free	Playful	Passionate	Gentle
Curious	Confident	Stable	Resilient
Flexible	Objective	Balanced	Protective
Productive	Ambitious	Promising	Devoted
Bright	Serene	Classical	Professional

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