Consumers construct their self-images through brand association, connect the self-images with a particular brand in communicating with others, build their self concepts, and create personal identification. In addition, as the usage of a brand plays a symbolic role reflecting family, community, cultural group, etc. and makes consumers contribute to social goal because it helps consumers express the relation and suitability with social group they belong to. As the association of brand usage is connected with the spiritual symbol of the self, it makes consumers choose a brand representing and creating self-identification. That is, consumers fulfill their desire with using a brand which improves self-verification and self-enhancement, and check how they are associated by others in case they consume a particular brand to communicate themselves with others.