Brands that hold social power can influence the behaviour of consumers in what they are and are not purchasing. This plays an important part in youth consumerism and can impact the social statuses of teens. The desire for teens to be classified as “cool” are taken into account by advertisers who then use this idea and manipulate it to sell their products. Products are supposed to fulfill the needs and desires of the consumer. This relates to the idea of self-concept. Self-concept consists of actual self, how an individual sees themselves and ideal self, how an individual would like to be seen. Brands play an important role in how consumers are identifying themselves. They use brands as a tool to portray their own personal image and goals. Young consumers are still finding their own identity and are using brands to define who they are. Psychologists say that this results in children developing more materialistic values and have the tendency to own endless amounts of new products, otherwise they will feel inferior. Hence, having the latest products relates positively to their social status. For example, fashion is a powerful social symbol because when a certain trend is successfully adopted by a number of people, this can impact the perceived value of the product. A consumers social identification through a brand is important as it shows loyalty for that specific brand name. This can affect the way consumers who wear certain products and brands are perceived by others. This can determine an individuals fashion preference and the purchasing behaviour of consumers in regards to brand loyalty.