What is "self-brand"

Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self-branding describes the process in which consumers match their own self-concept with the images of a certain brand.

People engaged in consumption do not merely buy certain products to satisfy basic needs. In fact, consumer buying habits are at a much deeper level. Owning a certain brand can help consumers to express and build their own self-concept. Specifically, consumers will often only purchase certain trademarks when he/she finds a match between the brand image (communicated through advertisement, design of retail shop, or even package design) and his/her own self-concept. Thereby, the value of a brand also depends of its ability to help consumer to build and create self-concept.