Brand personality Brand personality is a set of human personality associated with brand. Various factor like age, gender, socio economic section, psychological, emotional etc are associated with brand personality. Google brand personality is simplicity, ease of use, user focused, memorable, and innovative. Simplicity is the key reason for the success of Google Search, ease of use is the second factor with less time to familiarize, fun to use, Art Works, Amazon Purpose: Quality products at affordable prices Emotional: Reliability and trust and secure transactions. Functional: Ease of purchase and Delivery.