The brand as an imaginary-symbolic product value has become increasingly significant for market success in light of interchangeable functional product quality, growing global competition, and an overstimulated, multi-option consumer. Brands are successful when the provider manages to position them as unique in the consumer's mind. Dirk Schlagentweith explores whether there is a congruence between brand and consumer personality and what influence this has on consumer purchasing behavior. The author develops a model to explain the congruence between brand and consumer personality based on international research approaches. Using well-known sports shoe brands that are considered high-involvement products among teenagers as an example, he tests the research hypotheses.