What is Personality? The internal characteristics of a human that how a person react in response to the environment. And now a person’s personality is determined based on the brand that he or she choses because the brand they use defines how they are in terms of personality like for example let’s talk about Apple Product, it is observed that those people who use Apple products prefer life style, liberty regained, etc. because these are the value or personality traits that Apple target through their brand marketing. Personality is reflected based on the products or brands through which we are surrounded like if the brands that surrounds us empowers freedom, travelling or extravert like personalities characteristics then it will influence its end users in the same way and can either increase the intensity of these personality characteristics as well as can change the personality traits. This is how the personality of an individual change based their brand preference. There is a famous saying that personality influence the purchase decision that we make regarding purchasing or making a choice about a brand and it can be vice versa that a brand can have influence over our personality traits. Like The people who buy Apple prefer strong sense of life style because this is what Apple is about and now the Apple try to create brand loyalty by marketing its product as “This is the product for American citizens” that not only create sense of life style as well as a sense of superiority. Apple is the most acceptable brand across North America that creates a sense of belonging like characteristics in their consumers which has now become a part of personality characteristics of the American citizens and this make consumers to prefer and idealize their personality while making purchase decision that what product suits their personality. INFLUENCE PEOPLE’S PERSONALITY CONSUMER PERSONALITY APPLE CHANGE PEOPLE PERSONALITY CHARACTERISTICS CONSUMER PURCHASE DECISION Theories of Personality: Major personality theories are defined below along with the examples of market leaders to better show the understandings regarding these concepts: Freudian Theory: Unconscious or unknown needs are the primary cause for the motivation for a consumer to make a choice regarding brand acceptance like in the beginning no body even knows that they need a touch screen smart phone, sometimes you have to hit the consumers with already available market options in the best way or have to create new need on the markets because that’s what Apple has done. They used Blue Ocean strategy as they came with a totally different product line which influence personality in an entirely different way. Neo-Freudian Theory: Social relationships are one of the most important external factors that shapes a human personality which not only creates a sense of belonging to as well as they affect the personality of those who are part of a social group. Usually, those people who are part of a specific group have somewhat similar major personality characteristics like those people who prefer Apple I phone more than any other brand in terms of smartphone all wants privacy and data security as Apple has shown that they have very strict policy regarding data security. Trait Theory: Defines personality based on the psychological traits like if a person always prefers change, then such person loves those brands that update their key features or launch new product in a short span of time like Apple launch their software update timely as well as launch their new model every year, this change is not only created by Apple consumer as well as now this personality trait is pushed by Apple in its consumer. Freudian Theory: There are some instinctual needs that seeks immediate satisfaction and these needs are nurtured within a person because of the society to which he/she belongs. Like Apple is primarily marketed in a society where people prefer quality the most and high-end services, so now whenever Apple launches a new model they always focus on software, user-interface, design, etc. all these unique features show values of the society that what kinds of traits and code of conduct are nurtured in a society.