Self-image is an “internal dictionary” that describes the characteristics of the self, including such things as intelligent, beautiful, ugly, talented, selfish, and kind. These characteristics form a collective representation of our assets (strengths) and liabilities.There are four main types of consumer self-image that can be used as a framework for marketers to better understand their target audience: actual self-image, ideal self-image, social self-image, and ideal social self-image.