Research conducted here is conceptualizing the theme of self-concept and brand image with the concept of their congruity and the effect of self-concept, brand image and self-concept/brand image congruity on shopping behavior. Current study is the sub part of the broad research conducted with dimension exploration. First phase of this research was aimed to develop concept with relevant literature support with the justification of definition and existing literature on related concept. Research is mainly concerned with checking the similarity of self-concept and brand image of consumers in Kurdistan (Iraq) with respect to “NIKE” brand products. Now days brand has been a very important aspect of life, even some products are getting recognized only because of the brand. Companies are struggling to establish their brand and consumers are fast mover switching over brand to brand. One’s self-concept can serve as a driving force in shaping attitude and behavior. Brand image gets buildup on a long duration of time, where the company is committed to work on quality and fulfilling market need and demand. Brand image can get seen as the interaction of the consumer in each and every aspect of the business formed with the common understanding of many consumers. Self-concept is an individual's own understanding about self which get shaped with time on one's own experiences. Self-concept and brand image congruity is defined as similarity in between an individual understanding of him/ herself with the image of the brand the individual is carrying in the mind. Self-concept and brand image congruity concept is one of its kind, where it is very important to understand the acceptance of a brand by a shopper depends upon his/ her own similarity with the brand.