Self concept is a perception of a person, inlcuding feelings and thoughts when they are seen as an object.

There are 4 basic parts of self concept

Actual self concept: who you are right now
Ideal self concept: who you aspire to become
Private self concept: how you would like to be seen by yourself
Social self concept: how others want to perceive you
Independent self concept
Interdependent self concept, it puts higher importance on oneself, people like this are individualistic,
egocentric and solely rely on oneself. This concept is true for Western countries
Dependent self concept, meanwhile, values things such as family, community, and social relationships.
This is usually seen in Eastern countries, where the collective is always above individuals.
Next we have the extended self, which include not only oneself but also other possessions, however, the
possession can be a nonproduct, such as a TV series you like.
Certain posessions bring the peak experience, which far superior to the level of richness, it values come
from the self-fulfillment it brings. An example for this is objects that is tied to personal interest like
merchandise from your favorite media.
Speaking of it, there is also a concept called Brand engagement, it is used to measured how important a
brand is to a person’s self-concept. Furthermore, did you know you can cherish an object more when you
own it? It is called the mere ownership effect

The process between self concept and brand image is like a cycle, first we have the consumer self concept
and brand image interacting to determine their relationship with one another. The relationship will then
affect what product/ brand you seek and determine to buy it or not. Finally, the satisfaction you get from
buying will reinforce your self-concept.