Archetypes and brand image: an international comparison

• Autor(a) principal: Haddad, Luiza
• Data de Publicação: 2015
• Outros Autores: Hamza, Kavita, Xara-Brasil, Duarte
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/10627

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.