Marketers have the power to change the perceptions of people with their marketing; they have the power to make something a need of the customer. Change in ideas like: the brand Surf Excel in the beginning used the slogan dirt is bad and now uses the slogan Dirt is good because you learn something from it. This proves the power of a marketer and a famous brand. Customers will buy the products as long as it is attached and linked with their personality. Companies have realized this fact and today they are making products that are not only matching with the personality of these individuals but they have developed new traits of products that customers try o find out in their personalities. Along with this the power of society, culture, demographics and psychological aspects related with the purchase of the product are important for understanding. Customers will go for the products that fulfil all sorts of elements and information levels that they want to be fulfilled. In study section theories about self concept were discussed and how they are about the consumer behaviour and how they are linked with increasing the brand awareness and resonance in the minds of the customers. The basic concept of self image is about the strong beliefs that are held by the individual about the personality traits of self. On the basis of those attributes and qualities individuals develop self concept.