Final answer:
The extent to which an individual includes important brands as part of their self-concept is known as brand engagement. This reflects the emotional attachment and personal identification with brands that companies cultivate through various marketing strategies.
Step-by-step explanation:
In the context of an individual's self-concept, the extent to which an individual includes important brands as part of his or her self-concept is known as brand engagement. Brand engagement is the phenomenon where consumers identify with and become emotionally attached to brands, to the extent that they incorporate those brand identities into their own. Companies utilize various strategies to foster this sense of engagement, enhancing it through advertising, brand ambassadors, and creating representative images that elicit emotional responses. Naomi Klein's work highlighted the at times problematic nature of brand connections, pointing toward the significant influence that corporate branding has in shaping individual and collective identities.