To understand why a brand endorses their identity, we need to understand why individuals choose to involve themselves with that brands identity. When an individual decides to pursue a brand, they will follow a six-point mental process that helps them decide if they want to purchase the brands’ following product. First, the potential buyer will consider the product. This can be called the initial inspection, where the buyer will predetermine if the product is worth buying. If the brand is considered, it will be evaluated and compared to other brands. If is is deemed worthwhile the individual will purchase the brands product. This is where the company comes into play. When a person decides to involve themselves with a brand, they expect it to