Abstract:

This article uses enneagram to rebuild the BDS (Brand Dimensions Scales).The author tries to use the dynamic condition of enneagram to analyze the brand’s personality connection. After two experimental studies of 40 brands, the author reveals the new feature of brand’s personalities: each brand has a core personality which connects with one or two different personalities and this connection type is same as the enneagram model. This research using dynamic personality model to analyze the brand personality dimensions and it is a good complement to brand personality theory. It will provide the measuring tool for the follow-up study: How consumers choose brand which is different from their personality.

Key words: Enneagram, personality connection, Brand Dimensions Scales