The book gives insight of Brand Personality and its associated traits prevalent to modern world. After conducting an extensive research the author came up with dimensions of Brand Personality that could better suit the contemporary business world. The association of dimensions of Brand Personality with Customer Satisfaction and Brand Loyalty are further thrown light upon in the book.The book could help the marketers to understand the mindset of the customers to and also in understanding that how to use Brand Personality in order to affect the Customer Satisfaction and Brand Loyalty. The academicians and students could also get benefit from the book as they would get keen knowledge about association of dimensions of Brand Personality with dimensions of Customer Satisfaction ' Brand Loyalty.