Along with the development of industrial technology, the product differences are getting narrow in terms of technology nowadays. Most of the enterprises create the differentiation through distinctive and lasting brand personality which satisfies customer needs for symbolic and self-expressive function. Brand Personality becomes a useful method in expressing self-image, and customers are likely to favor the brand with a distinctive personality. Brand personality and self-image can be flexibly in order to develop a marketing strategy and establish a strong brand. This research is based on Aaker’s BPS study(1997) and attempts to find out the influence of congruity between brand personality and self-image on attitude toward brand. First, this study examines the influence of brand personality on brand attitude, and compares the relative effect of various dimensions of brand personality on brand attitude. Second, this study examines the impact of congruity between brand personality and actual/ideal self-image on brand attitude. Third, this research explores the possible moderating role of self-esteem in the relationship among brand personality, self-image and brand attitude. Male sport shoes and female makeups were chosen as the testing products and three major brands in each of the above product categories were selected. The brand personality scales (big five) of Aaker (1997) were used to measure brand personality and self-image, and self-esteem, brand attitude and demographic questions were also measured. For data analysis, I used SPSS statistic package and analysis of frequency, factor, confidence, t-test, multi recurrence and control recurrence. The research objects were the students from Dongguk University, and the research questionnaires were divided into two categories of A and B. Sport shoes are in category A while category B for makeups. The research questionnaires were handed out based on gender in which 94 copies for male students and 124 of female students. The results of this research are as follows: First, brand personality and brand attitude, proved a positive relationship, and various dimensions of brand personality have different influences on brand attitude. Second, the congruity between brand personality and actual self-image proved to have a positive relationship with brand attitude in the whole group and makeups group. And the congruity between brand personality and ideal self-image have a positive relationship on brand attitude in the whole group and each category. In a word, the higher of congruity between brand personality and self-image the better attitude toward the brand. Last, self-esteem's moderating effect was not found on the relationship among brand personality, actual/ideal self-image and brand attitude. which means the higher the congruity of brand personality and self-image the better attitude toward the brand, however, the customer’s self-esteem was not effect their attitude toward a brand.