The objectives of this study are as follows. First, we try to find out if self-congruity between brand personality and self-image overall has significant influence on the attitude toward brand. Second, we figured out whether functional, experiential, and symbolic values have influence on the attitude toward brand. Third, we figured out if self-congruity between brand personality and self-image has significant influence on a functional, experiential, and symbolic values. Main results are as follows. Consumers tend to prefer certain brand of casual wears in accordance with their cognized brand-personality and self-image. Functional values of Bean-Pole, Hazzys, and Tommy's except Polo have positive influence on attitude toward brand. Experiential and symbolic values of all the four brands have positive influence on attitude toward brand. However, the influences of self-congruity between brand personality and self-image on individual brand varied.