A research technique in which participants describe a product, service or brand in terms of a human being with personality traits so that the participants' feelings about the object/brand can be determined. Also called Brand Personality Research. Based on the premise that brands can have personalities in much the same way as humans, Brand Personality describes brands in terms of human characteristics. Brand personality is seen as a valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors. In today's market, the value of brand equity cannot be overestimated. The value that is added to a product by its brand name is of critical importance. While the building of a brand personality rests in the hands of those in marketing and advertising, the identification of the consumers' perception of brand personality requires the tools of marketing research. A large part of such research might utilize psychographic techniques to expose emotional associations that are relevant to the consumer. From this research should emerge a host of perceived and actual product personality traits that are unique to a particular brand.