Recognizing the limitations of early studies on brand personality, this research suggests ‘The Big Five’ personality model as an effective way to overcoming such limitations by analyzing the relationship between individual personality and brand personality. I believe that in using this model, we could provide more detail on brand strategy for the marketer. Based on theoretical perspectives, this study develops three research questions. The research questions are empirically tested with data collected from 207 respondents. The results indicate the following: First, for brand personality of high value cars for different category Koreans, there are only three salient brand personalities: trendiness, competence, and originality. Second, there is a positive relationship between individual personality and brand personality. Consumers with high agreeableness and extraversion personality value brand personality scale of trendiness more and consumers with agreeableness and conscientiousness value high competence of brand personality scale more. Third, there is a high tendency of consumers in the category of openness to experience to have high involvement and low loyalty while consumers in the category of agreeableness have high tendency of high involvement and high loyalty. Fourth, it is found through follow-up logit analysis that consumers who are conscientiousness, extraversion, and emotional insecure tend to be brand loyal and consumers who are sincere and extrovert have high involvement. Discussion is made on the implications of study for both scholars and practitioners, and for directions on future research.