1.1 Study Context As markets continue to mature and competition within industries becomes more fierce, companies will not succeed solely on the basis of products or services they offer. While these core business functions are undoubtedly still crucial, other aspects such as corporate culture and corporate citizenship have gained greater relative importance in determining a company's ability to compete. As a result, the success of a 21st century company will be defined as much by “who” it is as by “what” it does. Historically, a company's identity emerged solely as a consequence of what that company did. The opposite will increasingly be true, and the former will impact the latter. What a company is and how it presents itself to the consumer are defined by the personality of the company brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Brand personality is understood as the human characteristics or traits that can be attributed to a brand. The way brand personality is commonly explored in consumer research is by asking questions like: “If the brand came to life as a person, what would it be like?” What would he do? Where would he live? What would he wear? Who would he talk to if he went to a party (and what would he talk about)?'It's a common sight and happens to all of us. We find ourselves in front of a supermarket shelf full of corn flakes, shampoo or dog food and we don't know which to choose. It is a well-known fact in marketing that in such situations, even if we think we have chosen a certain product by choice, most of these decisions are strongly influenced by our subconscious. We do this without even paying attention and in fact I...... half of the paper ......charya and Sen, 2003) note that "The attractiveness of a company's identity is probably determined in part by its perceived prestige.” The third definition of self, self-enhancement, can be satisfied through identification with a company whose image is perceived as prestigious. Here, prestige does not only refer to “stakeholders' perception of the company. organization that other people, whose opinions they value, believe that the organization is well regarded” (Bhattacharya and Sen, 2003), but also refers to prestige-seeking behavior whereby prestige is linked to sophistication, as suggested by (Vigneron and Johnson, 1999, 2004). The pursuit of prestige involves a perfectionist (as well as hedonistic) motivation that improves the self-concept through refinement. Therefore, association with prestigious companies gives individuals an image of refined and of good reputation.