Extended self is proposed and defined as a combination of objects, mainly human beings, which contributes in the production of an individual physically and an individual considers them psychologically, and their potentiality by which one can have a sense of their own identity (Siddiqui and Turley 2006). The concept related to extended- self can be understood in two different directions. These directions are extension considering objects for creation of identity with non- human beings and extension considering time that is future beings and past beings. It has been indicated by recent researchers that consumers focus on constructing their own identity and these are presented by making choices of brand on the basis of congruency amongst association of brand user and associations of self- image. Considering the concept of extended self, it has been asserted that individuals do not purchase products just for what is being done by them, but also for what meaning they can reflect by the possession of these products (Belk1988). Therefore, it can be stated that brands are considered as being symbols, the meaning of which can be used for creating and defining the self- concept for the consumers.