The presented article consists of two studies (correlation and experimental) on the importance of self-esteem for the perceived value added by a brand to a consumer’s self-image. Both studies were conducted online, using the snowball method, controlling for participants’ gender and product categories. The correlation study showed that consumers, with an increase in self-esteem understood as a trait, look for more positive traits in brands and fewer negative traits to incorporate into their self-image by purchasing the brand. In addition, they confirmed that brand preference is mainly related to the qualities possessed, which the consumer can confirm by purchasing the brand. The experimental study showed that people with lowered self-esteem perceive more positive traits in brands that they can incorporate into their self-image by purchasing the brand, and there were no differences in confirming positive traits and avoiding negative traits that are associated with the brand. The new measurement of the perceived value of a brand to a consumer’s self- image, used, allowed the identification of specific areas of brand image sensitive to a consumer’s self-esteem.