In recent years, city marketing and city branding have become important issues in the field of tourism and leisure studies. With the benefit of city branding, so that people could associate a city with its specific image (Kelley, 2003). Brand personality explains the relevance of characteristics and brands (Aaker, 1997). Shaping the brand personality helps to distinguish the differences among competitors. The main purpose of this study is to understand residents' cognition of the brand personality in Taipei City. The data was collected by questionnaires through Stratified and Convenience Sampling targeting Taipei city residents who above 18 years old. Descriptive statistics, t-test, one-way ANOVA and canonical correlation were utilized to analyze valid data. The main results were as follows: 1) "Excitement" had the highest score within the brand personality of Taipei City. It showed that the style of fashion and creativity. 2)."Education", "Place of birth" and "Time of residence" had significant difference in city brand image. 3)."Age", "Occupation", "Place of birth" and "Time of residence" had significant difference in city brand personality. 4) City brand image could explain brand personality through two significant canonical correlations. City brand image could make different brand personality. It is helpful to show personality of Taipei city by intensifying attraction of spots and activities, friendship of people, and cultural inclusiveness.