486 Small and medium-sized enterprises (SMEs) play a crucial role in a nation’s economy, particularly in developing countries. Brand personality has been studied extensively in the literature and adopted almost exclusively by major global brands of large corporations in developed countries. A well-established brand personality allows firms to gain a sustainable competitive advantage. However, brand personality is not widely used across SME product categories, partially because investment in brand personality requires a long-term commitment. Drawing upon anthropomorphization theory and customer-brand relationship theory, this paper proposes two major ways that brand personality plays a key role in fulfilling the SDGs, including 1) building customer-brand relationships and 2) developing competitive advantage for SMEs in developing countries. Implications for future research and managerial practice are provided. https://doi.org/10.24052/JBRMR/V13ISSP/ART-6 https://www.staging.ijbed.org/details&cid=486 https://www.staging.ijbed.org/cdn/article_file/2019-05-27-14-37-26-PM.pdf Volume 13 Special Edition 41 2019-05-01 2019-05-27 Brand Personality Customer-Brand Relationship Competitive Advantage Small and Medium-Sized Enterprises (SMEs) Sustainable Development Goals (SDGs) 528007 97 0 Piyaporn Auemsuvarn NIDA Business School, National Institute of Development Administration, Bangkok, Thailand