Abstract: Brand personality is an important content of research on long-term brand management; otherwise studies on the scales of China time-honored brand’s (CTHB’s) personalities and their relationships between consumer’s attitude and behavior have still been blank. First, this paper generates the vocabularies that represent CTHB’s personalities by inductive method, develops the scales of CTHB’s personalities through exploratory factor analysis, and interprets the dimensions as elegance, wisdom, morality, pureness and antiquity according to Chinese culture. Secondly, this paper proposes a structural model of the relationships between the perception of CTHB’s personality and consumer’s brand identification and loyalty. On the basis of empirical analysis, the results indentify their relationships. Finally, this study concludes with some strategies and proposes some future research.