This is the assignment of personality traits which are specific to humans (seriousness, friendliness, imagination, creativity, etc.) to a brand in order to distinguish it. These traits represent distinct and identifiable characteristics that create solid, sustainable and predictable perceptions. These features provide information about the behavior of the brand through communication / packaging, etc. and through employees who represent it. Unlike the brand image, which is the set of representations that the consumer has of the brand, the brand personality is defined uniquely on the basis of traits used to characterize the individual. For example, Renault defines its personality as visionary, bold and warm while BMW is meant to be beautiful, sporty and refined.