Loading...
Publication
Archetypes and brand image: an international comparison
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 579.08 KB | Adobe PDF |
Advisor(s)
Abstract(s)
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 networks
and advertising) and verifying whether the vision that consumers have about the brand
is aligned with the identified archetype or not. Based on a survey with 389 people in
Portugal and in Brazil, and in both countries, the Apple brand presented a change in its
archetype, because not only consumers did not see it as Outlaw, but also its
communication was no longer focused on this personality. Nike has remained
consistent since it leveraged with the slogan "Just Do It" and the striking advertisements
that differed from the competition. However, it is seen as a "rebel" brand in Portugal,
which does not happen in Brazil. On the other side, Nivea brand was allocated to the
archetype of Caregiver, and there was no comparison, once we did not find any material
to classify it in some archetype.
Description
Keywords
Citation
Haddad, L, Hamza, K & Xara-Brasil, D. (2015). Archetypes and brand image: An international comparison. Australian Journal of Basic and Applied Sciences,9(34), 22-31.