This study identified the brand personality of domestic take-out coffee shops and examined its effects on customersatisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, fourmajor empirical results were obtained. First, five factors of brand personality were identified: “energy”, “competence”,“familiarity”, “reliability”, and “sophistication”. Second, all brand personality factors had significant effects on customersatisfaction, but “familiarity” (β=0.429) and “reliability” (β=0.381) appeared to have the greatest effects. Third, brandpersonality factors had significant effects on brand loyalty, with“reliability” (β=0.447) appearing to have the greatest effecton brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show thatbrand personality can be an important means of marketing differentiation in an intense competitive coffee marketatmosphereto increase customer satisfaction and build brand equity.