Doctorate Essay

9498 Words Jan 3rd, 2014 38 Pages
Alexandra Warrington 1 The Importance of Imprints and Archetypes in Global Branding

THE IMPORTANCE OF IMPRINTS AND ARCHETYPES IN GLOBAL BRANDING

By
ALEXANDRA C.WARRINGTON

UNIVERSITY OF FLORIDA
2013

Alexandra Warrington 2 The Importance of Imprints and Archetypes in Global Branding

Table of Contents
Abstract ................................................................................................................................... 3
Introduction ............................................................................................................................. 4
The Importance of Imprints
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The collective conscious is separate from the individual conscious because it was never conscious, but is purely acquired from hereditary and cultural imprints. This collective conscious creates models of people, personalities, and behavior. Jung came up with five basic archetypes: the self, the shadow, the anima, the animus, and the personal. Since Jung’s original findings, there have been additional archetypes added to the list: the Sage, the Innocent, the
Explorer, the Ruler, the Creator, the Caregiver, the Magician, the Hero, the Outlaw, the
Lover, the Jester, and the Regular guy/girl.
Archetypal branding, which is a disciplinary in marketing that works to categorize brands into certain archetypes and focuses on utilizing universal archetypes to build brands as a whole, has discovered the benefits of utilizing universal archetypal imprints

Alexandra Warrington 5 The Importance of Imprints and Archetypes in Global Branding

in developing brands to customer loyalty. By playing to certain archetypes, brands have been able to use a consistent brand message in their global marketing and to build a strong and emotional relationship with their customers. Researchers also have found advantages in

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