The Role of Archetypes in Brand Recognition

Document Type : Research Paper

Authors

1 PhD Student in Business Management - Marketing Orientation, Departman of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.

2 . Assistant Professor, Faculty Member of the Faculty of Humanities and Management, Hamaedan Branch, Islamic Azad University, Hamedan, Iran.

3 (Corresponding Author) Associate Professor, Faculty Member of the Faculty of Islamic Education and Management, Imam Sadegh (AS) University, Tehran, Iran.

4 . Assistant Professor, PhD in Business Management - Marketing Orientation

Abstract

Nowadays, the importance of the brand in purchasing is to the extent that the customer wants to buy the brand instead of the product. In this study, in order to identify people mentality of the brand, first  the brand was examined based on archetypes and while determining the archetype personality of different brands studied in the research, based on their Obvious characteristics among people, it will be determined for Which brand or in which group of products each archetype is more suitable . The most famous brands were identified among the people by conducting a survey that includes fifty-five deep semi-structured interviews using phenomenological methods, and the archetypes associated with these brands were identified and determined based on the opinions of the interviewees and the obvious characteristics of the brands. Based on the results, it is not possible to determine for sure that all brands in a product group have the same personality, but each brand has its own characteristics that creates a special character for that brand and represents a certain archetype. The importance of paying attention to archetypes and their connection with the deep subconscious of consumers, in this study shows that archetypes have led to a more complete understanding of the brand in the minds of consumers, which can have lasting effects on branding.

Keywords

References

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