Abstract
"This article contains a reflection on the role played by the concepts of identity, personality, and anthropomorphism of luxury brands in marketing. The first part addresses a theoretical approach to the symbolic characteristics of "prestige vs. authenticity" associated with identity. The second part includes a description of the main dimensions of personality in luxury brands. Based on the analysis from various sources, it is concluded that there are five dimensions: "tradition, modesty, elitism, eccentricity, and sensuality." In a third part, there is a critical reflection on the social implications of this anthropomorphism on the individual and their desire to consume luxury brands to satisfy the desire for emulation and status maintenance."