But manufacturing a sugary drink or building a country's self esteem aren't the only way to capture consumers' hearts.
For men like Dean Acheson, Clark Clifford, McGeorge Bundy and the recently deceased C Douglas Dillon - the "wise men" of the Truman, Kennedy and Johnson administrations - esteem was not a zero-sum game.
Business icon Warren Buffett famously said, "It takes 20 years to build a reputation and five minutes to ruin it". But being held in high esteem is not just about your ability to run a successful company; it's about your character and how you relate to others.
Esteem is not unconditional.
someone whom you love in a way that honestly shows both why they are loved, but that the pledge of esteem is not made lightly?
Ms. Brooke's natural radiance only complicates our response to Steph, who suggests that her issues of self-esteem are not easily held in check.
"Of all the things we could be exporting to help people around the world, really negative body image and low self-esteem are not what we hope is going out with public health messaging," said Alexandra Brewis, executive director of the School of Human Evolution and Social Change at Arizona State University.
People who have beliefs that are indicative of low self-esteem are not just criminals or drug addicts or unsuccessful people or those who suffer from deep depression.
Self-confidence and self-esteem are not the most prevalent characteristics amongst Muslims, especially in comparison to the high level of insecurity that exists as a byproduct of a very black-and-white, legalistic approach to Islam, devoid of any semblance of pastoral care.
It may make you seem weak in his eyes - that's not good if he's controlling or dominating to begin with or if you know your confidence and self-esteem are not as high as you would like.
Malcolm X wasn't part of this legitimacy trap, and he made it known that Rockwell's high esteem wasn't reciprocated.
