Brand building is an undertaking of paramount importance for marketers (J. Aaker, 1997). A strong brand with high brand equity is the most important asset for the company (Keller, 1998). Brand equity comprises several different elements (D. Aaker, 1991), one of which is brand associations. One particular type of brand association is the personification of the brand, that is, brand personality. Brand personality treats a brand as a person, with unique personality traits that can be differentiated from those of competitor brands. The concept of brand personality appeared in literature a long time ago (Levy, 1959), but systematic investigations of the concept itself have not appeared until recently (J. Aaker, 1997; Alt & Griggs, 1988).