You Have a Great Personality

Brand personality is a way for marketers to associate a product with set of humans.
Even I can say there are certain brands that appeal to me based on their personalities. Let's think about cigarette brands for a minute, when you think Marlboro what comes to mind? Most
people would say manly or "masculine" while Virginia Slims were created to meet the needs of a woman's personality or "feminine".

Another brand that comes to mind that is very gender specific in its' personality is Old Spice. It also is supposed to be masculine, think of the new commercials and how the Mom's sing about how, "Old spice made a man of my son". They are very good at creating a personality that appeals to men but, women want their "men" to have it.
The personality of a brand will essentially:
     ~Build a long-term brand equity
     ~Differentiate the brand making it more unique
     ~Can create a powerful relationship to bring in loyal customers