publication . Article . 2015

Archetypes and brand image: an international comparison

Haddad, Luiza; Hamza, Kavita; Xara-Brasil, Duarte;
Open Access English
  • Published: 01 Nov 2015
According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and classifying the archetypes built by three global brands: Apple, Nike and Nivea, based on the analysis of the company's communication on different types of media (corporate site, social network...
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