Brand personality characteristics can be affiliated with human characteristics due to consumers' anthropomorphization of products. Bower (1999) explained that the transfer of humanized characteristics is much simpler due to the augmentation of these characteristics to inanimate objects. Consumers have a strong tendency to attribute human characteristics to products in order to view them less as inanimate objects (Bower, 1999). These features make the product appear more realistic and encourage interaction with the consumer (Bower, 1999). This has become increasingly evident in recent times due to the rise of social media and the marketer's emphasis on creating a persona (Aaker, 1997). Symbolism is a major factor in determining a brand's personality due to the emphasis placed on image associations (Ogilvy, 1963). When a brand is seen as relevant to the consumer, it begins to serve as a symbolic function of self-expression (Govers & Mugge, 2004). The more symbolic meaning a consumer sees in a brand, the more congruent it becomes and when consumers become highly congruent, they begin to become more attached to the brand (Gover & Mugge, 2004). Aaker (1996) explains how brand evaluation is an important facet of brand personality because it enables social signaling that increases overall brand value. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Keller (1993) explains how the symbolism represented by a brand's personality is an important function of self-expression for the consumer. The use of human characteristics to describe brand personalities has led to an increase in emphasis on image congruence (Sirgy, 1982). Image congruence is a crucial aspect of self-congruity and relies heavily on symbolic influence to create brand personality (Sirgy, 1982). Brand Identity Brand identity is another important facet of the overall brand personality. Brand identity comes from the company itself. For a company to feel unique from its main competitors, it must have a strong brand identity (Marguiles, 1997). Brands must look to their core values ​​when attempting to create their brand values ​​(Melin, 1997). Brands with strong core values ​​create a lasting impression on the consumer through brands that remain true to their original identity (Melin, 1997). Aaker (1996) identified four dimensions on which branding is generally formed. All four dimensions are essential for developing a deep brand identity. The four dimensions are: the brand as a product; brand as an organization; mark a person; the brand as a symbol (Aaker, 1996). These four dimensions are essential to ensure a successful brand identity. They concern various intangible aspects of the brand helping to create a strong personality for the brand (Aaker, 1996). Much emphasis was placed on maintaining a high level of brand identity within the company rather than developing a marketing plan surrounding consumers (Chernatony, 1999). Chernatony (1999) argues that brand identity is more crucial to the company than brand image. He discusses the importance of minimizing incongruence between the consumer and the brand to create a powerful brand., 2011).