Suggests that under the promotional message that reminds consumers of their self-image, consumers give more positive evaluations of brands that are congruent with their self-image.” Some people get great pleasure and satisfaction from using expensive branded products. However, other people buy branded items to show that they are in a comfortable position. It gives them a strong sense of personal identity. In addition, students, especially teenagers, will feel great and proud and show their superiority among friends not only by wearing expensive clothes, but also makeup, shoes and handbag. For example, Nike, Gucci, Chanel, Hermes, Clacks and many others. When you purchase the expensive item it actually tells you that you have arrived and will give a positive impression to everyone who looks at you. For example, girls don't just spend their money on hair, but also on shoes, makeup, nails, and facials to look beautiful and keep up with friends. Additionally, some students do not care about the brand of the product. If the product is comfortable, great and affordable, they feel confident wearing it. From this factor, it emerges that students could spend most of their money to be updated on the fashion trends around them for their satisfaction and happiness. The branded product gives the good quality of the goods and looks nice