A lifestyle brand is a brand that attempts to embody the interests, attitudes and opinions of a group or a culture. Each individual has an identity based on their choices, experiences, and background (e.g. ethnicity, social class, subculture, nationality, etc.). Some recent contributions[1] have defined lifestyle brands as one of the possible ways of consumer self-expression: customers believe that their identity will be reinforced or supplemented if they publicly associate themselves with a lifestyle brand or other symbol-intensive brands.