Discussing further about the concept of self image, extended self concept explains about the products that are bought by the individual and that product becomes the part of that individual with the passage of time. Extended self has four different levels that need to be achieved by the individual, the four different elements are: Individual (Car and clothing), Family (Furnishings of the house), Community (lives of the people living in the neighbourhood) and Group (Sports which is supported by the individual). This concept is also linked with the buying behaviour of the customers as it covers demographic, psychological and psychographic aspects. This concept has been used by many famous companies because they believe that one of retaining the customer is to target them emotionally. This is what Nike does and they are best at their advertisement. They believe that targeting the customer by using the concept of extend self will give them loyal customers. This concept is also used by apple as they have the most loyal customers throughout the world. Apple is not spending billions of dollars on their advertisement campaigns but their products have emotional connection with the customers. They like to link their personalities with every new addition in the Apple family. The four steps of extended self are followed by the company as: individual likes to buy cell phone for himself; the next step is about family in which the customer would like to buy every product of apple like Mac book or Apple TV for his home. The third step is about the community in which the customer would like to get attracted towards the individuals in the society who use the same brand and the last step is about the group that is about the social live, customer will poses using the same set of brand values.