Brand personality characteristics can be associated with human characteristics due to consumers' anthropomorphization of products. Bower (1999) discussed how the transfer of humanized characteristics is much easier due to an increase in such characteristics to inanimate objects. Consumers have a high tendency to attribute human characteristics to products to see them less as inanimate objects (Bower, 1999). These features make the product seem 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 emphasis placed on creating a personality by marketers (Aaker, 1997). Symbolism is an important factor in determining a brand's personality due to the importance placed on image associations (Ogilvy, 1963). When a brand is seen as self-congruent with the consumer, it begins to perform a symbolic function of self-expression (Govers & Mugge, 2004). The more symbolic meaning a consumer sees within 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) discusses how brand evaluation is an important aspect of brand personality as it allows for social signaling that increases overall brand value. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay Keller (1993) discusses how the symbolism represented by a brand's personality is an important self-expressive function for the consumer. The use of human characteristics in describing brand personality has resulted in an increase in the importance placed 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 aspect of the overall brand personality. Brand identity originates from the company itself. For a company to feel unique compared to its main competitors, it must have a strong brand identity (Marguiles, 1997). Brands must look at their core values ​​when attempting to create their brand values ​​(Melin, 1997). Brands with strong core values ​​create a lasting impression on the consumer with brands remaining true to their original identity (Melin, 1997). Aaker (1996) identified four dimensions along which brands are typically formed. The four dimensions are essential to deeply develop brand identity. The four dimensions are; brand as product; brand as an organization; brand a person; brand as symbol (Aaker, 1996). These four dimensions are critical to ensuring a successful brand identity. They refer to various intangible aspects of the brand to create a strong personality for the brand (Aaker, 1996). Considerable emphasis has been placed on maintaining a high level of brand identity within the company rather than on developing a marketing plan that surrounds consumers (Chernatony, 1999). Chernatony (1999) argues that brand identity is more crucial to the company than brand image. He discusses the importance of minimizing the incongruity between the consumer and the brand to create a powerful brand. The importance of image-focused brands has transformed into an emphasis on identity (Kapferer, 1997). The culture, 2011).