All companies have the right to manage it the way they want. The main objective of businesses is to make the most profits in the shortest possible time. Essentially, it starts with employees. Most stores and businesses select people who project a specific image to give the store an advantage in attracting customers. This is a strategic option for increasing revenue and, at first glance, it works for most stores. The reason we hire people based on their image is purely for money. For example, Apple probably doesn't care about the appearance of employees, as long as the person is knowledgeable about the merchandise, but at Hooters, employees must be female and have certain attributes regarding their appearance. The company's intentions are to raise as much money as possible while staying within company policies. However, some accidental results are not intended. Companies should be able to hire based solely on their image. Saying that businesses focus on how much money they make is redundant but true. Marshall Cohen is a senior industry analyst at the NPD Group, a market research firm. Cohen believes that the best technique to be most effective is to advertise brands. He believes the best environment that attracts the community the most is the younger, fashionable market. Millions of people buy clothes with brand logos on them and these people are essentially walking billboards. People casually advertise businesses, thus making themselves a brand promoter. It's like being an employee, but these people don't get paid. Brand projection is crucial, which is why companies try to hire people who project it correctly. Cohen states that attracting consumers' attention requires a different image ... middle of paper ... the company demands, then the employer has the power to reject the person, even if the individual is experienced or brilliant in the specific area the store needs. It is not wrong for companies to hire solely based on their image. This is a logical method to generate more revenue and the company is able to make the most efficient option. Certain decisions made by companies often make people feel like they are being discriminated against inadvertently. However, their intention is to attract more customers. Companies must be able to use the most effective methods. Cohen fully agrees with these methods because they are active in today's markets. Advertising is ubiquitous and omnipresent and is the simplest and most effective way to attract customers. Image is not just about appearance but also about personality traits and that is what employers are looking to have..