Abstarct: The world today is considered a consumer driven world in which a consumer can search, research, customize, and purchase anything. Branding is a company’s most often used defense to a consumer environment where choice exceeds a person’s capacity for browsing and knowing. Consumers’ ability to relate to brands, associate with brands, and consumer brands is critical in the world of consumer products. Understanding the relationship between consumption and brand is essential in order to build a profitable and successful consumer product. This paper will explore one facet of the connection between consumers and brands baxsed on a consumer company identification theory, which argues that individuals consume products and brands as a reflection of themselves and their persona. This comparison study of personality types and brand involvement exhibited a significant relation between personality types as defined by Myers Briggs Type Inventory and owners of Apple which was measured by Glogit ,a complicated statistical predicting method, that was enforced by the SAS software . For example,ENFP,ENTJ,ESTP,INFJ, INTJ &INFP within the Apple and ESFJ within Hacoupian owners showed significantly more occurrence that is implied existence of a strong relation between Apple and Hacoupian owners and these types of personality. A relation of ownership and personality type illustrates the connection between brand and personality in this thesis. Among Dreamers of Apple, ENFP and INFP and within LG, ISTP,ISTJ,INTJ,INFP,ESTJ,ENTJ,ENFP and within Sony,INTJ and within Addidas ESFP and ESTP are not involved in the brands at all and it is predictable they are not inclined to buy them. Through a process of consumption, consumers develop a story about themselves. Tapping into and connecting with consumers personalities can lead to strong brand loyalty and recommendations are made related to considering personality as a potential key element when marketing consumable products.