If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Self-concept, despite its marketing relevance, has been overshadowed by other psychological concepts. The self-concept is, however, significant and relevant to the study of consumer behavior because many purchases made by consumers are directly influenced by the image an individual has of himself. A fundamental question involves the process of the formation of the self-concept. Several distinct qualities exist within the selfconcept, and once the self-concept is established, these have a bearing upon the individual's behavior and his relationship with his objective, subjective, social, and ideal self. For marketers, an understanding of the self-concept and selfimage can provide the means for developing more effective marketing programs. Consistency and congruence also play an important part in establishing the relationship between the selfconcept, the individual's image, and final purchase behavior. Other factors also play a part in the process and, in some situations, misunderstandings about their importance can result in less than effective marketing efforts. Careful research and analysis of the relevant factors affecting the self-concept and their effect on purchase behavior can make for more effective

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This article examines the strategic, legal, and research implications of trademark decisions in an international context. The focus of the investigation is on the strengths and limitations of each branding strategy (e.g., brandless product, private brand, multiple brands for a single market and multiple markets etc.). The legal dimension of international branding, a topic usually ignored in the marketing literature in spite of its significance, is also covered.