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Archetypes and Branding

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Rino Do

on 11 September 2012

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Transcript of Archetypes and Branding

Sungho Do
Takumi Katsurada
Thu Huong Nguyen
Blayne Summergreene Archetypes and Branding Introduction
Application & Analysis
Recommendation
Conclusion Contents
The Purpose
What is Archetype?
Types of Archetypes Introduction To understand the relationship
between Archetypes and branding

To find how brand Archetypes influence
consumer behaviour

Explore the effectiveness of Archetypes and branding The purpose “Forms or images of a collective nature
which occur practically all over the earth
as constitutes of myths and at the same time
as individual products of unconscious origin” What is Archetype? C. G. Jung, Psychology and Religion The Ruler Ruler is the leader, boss, leader, aristocrat and they take on this role
Renowned for laying down the law
Occasionally have high-status products attached to them and are used by people to enhance their power and often product leaders
Motto: “Power isn't everything, it's the only thing.”
A good identity for brands that have a high-status product used by powerful people to enhance their power, empowers people and one for market leaders that offers a sense of security
Examples of ruler brands include Mercedes and British Airways. The Explorer Jester
Regular Guy/Gal
Lover
Magician
Explorer
Sage Innocent
Hero
Outlaw
Creator
Caregiver
Ruler 12 types of archetype Experience (live in) paradise
Be happy
Do things right
Faith and optimism The Innocent Challenge and overcome
Motivates
Winning attitude
Dedication, discipline, courage The Hero Rebellious
Aware of societal limitations
Revolutionary new attitudes
Powerful but not moral The Outlaw Be Okay as you are
Faithful, friendly, down to earth
Unpretentious and empathetic
Good things in life belong to every person The Regular Guy/Gal Create something of enduring value
Give form to a vision
Having mediocre vision or expression
Develop artistic control and skill The Creator Protect people from harm
Selfishness, ingratitude
Do things for others
Compassion, generosity The Caregiver Irreverent, fun and original
Personifies mischief and desire for change
To lighten up the world and have a good time The Jester Imagination
Clever, gifted, and blessed with mysterious powers
Make the impossible happen
Transforming reality to reflect a vision or dream The Magician Leader, boss, aristocrat
Renowned for laying down the law
High-status products The Ruler To experience a better, more authentic, more fulfilling life
Journey, escape from entrapment and boredom
Autonomy, ambition, ability to be true to ones own soul The Explorer The discovery of truth
To use intelligence and analysis to understand the world
Seek out information and knowledge, become self-reflective and understand thinking processes The Sage Attain intimacy and experience sensual pleasure
Being in a relationship with the people, the work, the experiences, the surroundings they love
Become more and more attractive physically or emotionally and in every other way
Passion, gratitude, appreciation and commitment The Lover Each person presents different kind of archetype or more than one archetypes. Archetypes and Customer Brand is not only the logo, text, etc but brand also have their own characteristic, own stories  brand can be seen as the human. Archetypes and Brand Need to do the critical analysis of the marketing. How to use brand archetype? Create the connection between the brand and customer  increase the customer loyalty. The benefit of brand archetypes Difficulty to prove effectiveness.

Market research can be unreliable.

Cultural differences and implications.

Too simple / vague. Disadvantages of Brand archetypes Choosing the correct representation.

Strategic alignment. Recommendations: All brands Caregiver & Everyman. Differentiation Vieth, M.N, 2012, The Hero versus the Outlaw? Archetypical Brand-Testimonial Conrgruence and its Influene on Brand Attitude, Purchase Intention and Retrieval, University of Twente, USA.
2009, The Power Of Archetypes in Brand Creation, Bianca Cawthorne, 20 September, viewed 21st August 2012, http://www.slideshare.net/biancacawthorne/the-power-of-archetypes-in-brand-creation
C.g. Jung, Man (2000), "Archetypes and the Collective Unconscious", Upper Saddle River: Pearson Education References Connecting with the consumers with archetypes Conclusion C. G. Jung, Psychology and Religion 2010, About brand personality and archetypes, B2B-bloggen, 4 January, viewed 20 August 2012, http://blog.pyramid.se/2010/01/about-brand-personality-and-archetypes/#ixzz24ENHHixi
Mark, M. & Pearson, CS 2001, The Hero and the Outlaw: Building extraordinary brands through the Power of Archetypes, McGraw-Hill, USA. Reference (Cont.) Connecting with consumers with archetypes might not be right or necessary for every brand and product. However, if the business goals are;

Long-term growth
Being best in a market
Being an integral part of the consumers' lifestyle
Associating its brand with consumers' emotion

Then, creating an archetype resonance with consumer is critical. Conclusion Segment the target market. Create the position in customer mind. Provide the missing link between the customer and the brand. Archetypes make brand becomes alive for people. Customer can love, like or even can hate the brand. Brand archetypes is the powerful tools for building a successful and legendary brand. Archetypes brand identity speaks directly to the deep psychic imprint within the customer. Using Carol S. Pearson’s system consisting of 12 prime archetype. Take the use of image and visual. Retrieve from: http://blog.pyramid.se/2010/01/about-brand-personality-and-archetypes/ Q & A
Full transcript