The paper "How Preferred Brands Relate to Different Types of Self-Concepts" is an amazing example of an assignment on marketing. My favorite brands are TAG HEUER and HUGO BOSS. TAG HEUER range of products includes luxury wristwatches, chronographs, glasses, eyewear, fashion accessories, and cell phones. I prefer the products because of the aesthetic that comes with them and my time-consciousness behavior. I am also a big fan of sporting activities where time is of great essence such as Formula One World Championship. HUGO BOSS is a fashion and lifestyle firm based in German with over 6,102 points of sale in 110 countries.
The firm specializes in high-end menswear and womenswear. The main brands of the firm are BOSS and HUGO. The firm holds various licensing agreements with firms like Samsung to produce cell phones, Procter and Gamble to produce fragrance and skincare, Safilo to produce sunglasses and eyewear. How my preferred brands relate to different types of self-concepts Self-concept is a multidimensional construct of a person’ s perception of self in relation to different characteristics (Branaghan and Hildebrand, 2011). It is an internal model that entails self-assessment.
It involves assessment of features such as personality, abilities and skills, hobbies and occupations and physical characteristics. Self-concept includes both past and future selves. The self-concept theory had the main contribution from Carl Rodgers and Abraham Maslow. Rodgers argued that everyone works hard to become more like an “ ideal self” . He attributed the level of happiness of an individual to how close that individual is to his/her ideal self. He also argued that unconditional positive regard is another essential factor in an individual’ s happiness. Studies have shown that individuals buy products related to their self-concept.
Some studies have also enhanced this theory by finding out that consumers prefer brands they rate similar to themselves. According to the marketing takeaways concept, the concept of actual self-states that purchases of consumers are influenced by their self-images. Thus, such consumers attain self-consistency by buying products they perceive as similar to their self-concept. It is argued that consumers seek products and brands, which improve or maintain their self-concept. As argued by Rogers the concept of ideal self relates to one's self-esteem. It is argued that when the difference between the actual self and the ideal self is great, the individual’ s self-esteem is lowered.
This often leads to dissatisfaction with actual self, which often ends up in purchases of products, or brands that such individuals think can enhance their self-esteem. Thus, it is argued that advertising themes and images often strive to increase the difference between real and ideal selves. My preference for TAG HEUER and HUGO BOSS could be related to the fact that I would like to be more modern and to lead a luxurious lifestyle.