The Archetypal Brand Profile
This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experime...
| Autor: | |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2013 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:105570 |
| Acceso en línea: | https://ddd.uab.cat/record/105570 https://dx.doi.org/urn:doi:10.5565/rev/grafica.2 |
| Access Level: | acceso abierto |
| Palabra clave: | Marca Comercial Inconscient col·lectiu Arquetip Percepció Brand Collective Unconsciousness Archetypes Perception Inconsciente Colectivo Arquetipo Percepción |
| Sumario: | This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experimental methodology. The study revealed details regarding the significance and assets of these brands. The results of the present study indicate that the brands examined, represent elements of the following archetypes: Nike for the teenager, the celebrity, the explorer, the hero and the inventor; Adidas for the wife, the inventor and the artist; and Puma for the teenager and the prince. |
|---|