在品牌竞争高度同质化的今天，品牌个性是打造一个成功品牌不可缺少的有力工具。由于消费者品牌态度的形成机制以及品牌个性在其中的作用尚未理清，在实际应用上如何打造品牌的个性，人们目前的理解还很有限。主流的“相似-吸引”理论在不断地受到质疑, 因为很多人偏爱的品牌个性其实与自己的个性并不相似。.已有的研究往往无法解释消费者为何会衷情于和自己个性不相似的品牌，原因在于将“个性”一词简单地理解为“非黑即白”。在研究方法上，传统问卷调查在涉及到态度、情感等难以准确衡量的问题时又存在很大的误差。本课题为了解决该问题，将从人格心理学的新理论出发，将“亚人格/辅助人格”、“人格类型关联”、“人格动态”等概念应用于品牌个性研究，使用EEG脑电等研究方法，解决品牌个性理论的遗留问题，并使用EEG设备开发“品牌选择情绪算法”。研究成果可为企业打造成功的品牌个性提供理论基础和实践方法，具有较大实际研究价值。

In the practical application on how to build a brand's personality, people's understanding of the current is still very limited. Most scholar believe brand personality must have similarity with consumer's personality so that may lead to attraction, but this opinion is constantly questioned. The emergence of a growing body of evidence proves that the brand personality is favored by a lot of people did not similar with his character. Existing research tends to ignore the psychological associations between different personality types, and thus fails to explain why consumers are in the mood for brands that are not similar to their own. In this area, the research method also has problems. The traditional questionnaire survey of brand personality theory has a great error when it comes to the difficult measurement of attitude and emotion. This topic in order to solve the above problems, we will use the new personality psychology theory, put the personality correlation function to the brand personality theory.This research is an attempt to use a different psychological approach. We attempt to develop the existing, static brand personality theory which focusing on "traits" and "categorizations" into a dynamic theory that can reveal the connections and interactions between different personality types.In order to do this, we need to use the structural equation model, EEG electroencephalography to solve the problem of legacy in the study of brand personality theory, and we need to use EEG equipment to develop "brand personality emotion algorithm". The research results can provide a theoretical basis and practical method for the enterprise to build a successful brand personality, which has strong theoretical and practical research value.