This study is aimed to discuss the brand image of the premium ice cream specialty stores that are continuing to grow in the domestic market. The impression from the brand image as recognized by consumers is being measured in a variety of methods, but in fact, the number of psychological analyses on the consumers who are judging by the brand are quite insufficient. Hence, in this study, the concept of the 'brand persona' has been introduced. The brand persona means that people often think about and feel the brand image metaphorically as if it were a specific person. This is because it is an actual method for people to easily recognize things. Also in this study, it has been tried to find out whether or not the law of similarity in psychology, that people generally prefer things that are more similar to themselves, may be applied to the case of brand persona in the same way.As a result of the study, it has been found out through a survey on the brand persona that consumers are recognizing the brands metaphorically to be like persons. In addition, consumers have been verified to have a higher preference toward the brand persona that is of the age, gender and character similar to those of their own when compared with any other brand persona of relatively different personal character. Through this, it has been found out that there exists a correlation in the law of similarity that people will have a higher preference when there exist similar human characteristics between the specific brand persona and the customer segments.