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Self-Concept: Capitalizing on Brand Identity

This week in consumer behavior we covered the topics of self-concept and lifestyle. What I took a liking to was the concept of how self-concept combines with a certain product’s brand image, to create a relationship between the two, and ultimately influence consumer purchasing habits. 

How Self-Concept Works

Self-concept, the totality of one’s thoughts, feelings, and perceptions towards their own self can be a useful tool for marketers, if acted on appropriately. The attitudes towards yourself make up how you truly think of your identity, and how you wish to be perceived by others. Since there are four basic parts that make up the self-concept, your actual self, ideal self, private self, and social self, it is important to know the relationships between each sub-section. The actual-ideal separation refers to the individuals perception of who I am now, vs who I would like to be perceived as. Lastly, the private-social separation refers to the individuals perception of how I am seen by others or how I see myself privately vs how I would like to be seen by others. 

Why it is important to Marketers?

Consumers acquire products with substantial meaning to them to exemplify or personify their particular self-image to others. They want their peers, friends, and family to feel a certain way about them, or just to fit into a certain group by purchasing items that extend their self-concept. This “extended self concept consists of the self plus any possessions individuals buy to enhance their self-concept, and define their image. Products can become more than just physical artifacts to manifest a self-concept, they can become an fundamental part of a persons self-identity. Think of a friend for example…what are some of the items, products, or purchases that you could use to define them? I know a lot of my friends wear athletic clothes that personify they are active individuals, constantly on the style trends of activewear and sport. This tells me that if these friends would lose these key possessions, they would be viewed as completely different individuals. There is a gap between the actual and ideal self. By tapping into this concept of extended self, marketers can better position their brand and value proposition to their target audience, as well as create brand loyalty, and a sense of brand identity.

Brand Identity: 10 Tree


People ultimately attempt to obtain their ideal self-concept through the purchase and consumption of products and services. Their actions combine a relationship between a brand image, and consumer self-concept to create behaviors that seek products to improve and enhance this self-image. If marketers can do a good job advertising and positioning these products to enhance one’s self-image, they can have a greater chance at success in the marketplace. Take the company 10 Tree for example. This clothing and accessories company has made a name for themselves due to their underlying environmental marketing tactics. They plant 10 trees for every item purchased. Especially in the US, many consumers see themselves as environmentalists, looking to preserve nature, rather than destroy it…and the 10 tree brand goes right along with this value. 10 Tree creates an image of being concerned for, as well as good for the environment, and are much more likely to be supported by environment conscious consumers. These consumers want others to perceive them as supporting nature one piece of clothing at a time, which in turn enhances their self-concept. The brand identity of 10 Tree combined with environmental conservation becomes part of their ultimate self-identity, which they are trying to personify.


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