Exploring Brand Personality through Archetypes.

Publication Year:
Usage 6933
Downloads 6413
Abstract Views 520
Repository URL:
https://dc.etsu.edu/etd/1691; https://dc.etsu.edu/cgi/viewcontent.cgi?article=3046&context=etd
Roberts, Candice
branding; archetypes; advertising; brand personality; popular culture; consumer culture; Communication; Public Relations and Advertising; Social and Behavioral Sciences
thesis / dissertation description
Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.