Consumers are influenced by a myriad of factors in their choices of brands which can be categorised differently. The impact of psychological and personal influences which comprise of factors like perception, motivation, learning and memory, and attitudes on brand consumption is considerable. This chapter features a meticulous discussion of these issues and their implications on brand consumption and branding strategies. These are underpinned by themes such as brand positioning/repositioning, the extended realities, webrooming, and showrooming and how they explain consumer day-to-day brand decisions. The understanding of consumer learning and memory are usually linked to brand awareness, brand association, brand recognition, brand recall, brand relearning and brand associative networks. These are carefully examined in this chapter. Moreover, the issues around the underpinning factors that motivate consumer brand choices, their attitude formation and change for brands are also examined with a robust discussion of their implication for strategic brand management.