Companies need to incorporate brand personality into their brand management strategies because they have come to understand how crucial it is in shaping consumer behaviour. Previous research suggests that a brand's personality might enhance consumer liking and usage. After reviewing and analysing the relevant research in light of brand personality's potential benefit for marketers, this paper describes how brand personality influences consumer decision-making. To put it plainly, branding is the process of setting things apart from one another so that the customer can quickly select her favourite. In the modern world, a brand is a valuable asset, and branding is the process of creating the asset. Brand personality is a key component that underpins branding. This component serves as a conduit for information between a business and its customers. Popular companies with endearing personas, like the elegant Cartier and the successful Rolex, provide customers the chance to take the brand's identity and associate it with their own self-concept. Studies have indicated that customers frequently choose and select brands with enticing personas in an effort to strengthen and validate their sense of self. The importance of brand personality and how it affects consumers' decision-making are highlighted in this research paper.

Consumer’s decision making, Brand personality, Brand management