This suggests that as part of the promotional message that reminds consumers of their own self-image, consumers give more positive evaluations of brands, consistent with their own self-image. 'themselves. Some people derive great pleasure and satisfaction from using expensive branded products. However, other people buy designer items to show that they are in a comfortable position. This gives them a strong sense of personal identity. In addition, students, especially teenagers, will feel good and proud and show their superiority among their friends by wearing not only expensive clothes, but also makeup, shoes and a handbag. For example, Nike, Gucci, Chanel, Hermes, Clacks and many others. When you purchase an expensive item, you are told that you have arrived and this will give a positive impression to everyone who looks at you. For example, girls not only spend their money on hairstyles, but also on shoes, makeup, nails and facials to look beautiful and stay in touch with their friends. Also, some students do not care about the brand of the product. If the product is comfortable, grandiose and affordable, they feel confident wearing it. From this factor, it shows that students could spend most of their money to keep themselves updated with the fashion trends around them for their satisfaction and happiness. The branded product gives the good quality of the merchandise and it looks