In response to criticism of brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality items only. Belgian respondents ( n = 12,789) participated in a study of 193 brands. The new scale consists of five factors that show an affinity with the Big Five human personality dimensions. Unlike existing scales, this new measure proved to be reliable for between-brand between-category comparisons, for between-brand within-category comparisons, and for between-respondent comparisons. Moreover, the scale showed high test–retest reliability and cross-cultural validity (in the US and nine other European countries).