THE IMPORTANCE OF THE ARCHETYPAL FEATURES ON MILLENNIALS IN THE CONTEXT OF BRAND DIFFERENTIATON – A QUALITATIVE APPROACH
The archetypes are human models who cross time and cultures. This qualitative research approaches the archetype use topic within branding in Romania, by means of a mixed approach, trying to provide a perspective upon the capacity to differentiate the millennials, when it comes to choosing certain brands. By means of the 3 qualitative methods used, we will try to identify the perspective of a branding specialist, but also the way in which such archetypes reflect the archetypal features upon the millennials in the context of certain brand differentiation. The results will show that the millennials do not remember the brand’s visual elements, but they are able to identify the archetypes used by the brands. The strategy of using certain archetypes influences the brad preference and it wraps up everything in such a manner as to fit the way in which they relate to similar brands. The research shows the potential brought by the archetypes in the brand differentiation process, supporting the understanding of the popularity fluctuations between the Romanian competing brands.
Gardner Burleigh, Levy Sidney J., The Product and the Brand, Harvard Business Review, 33, March–April, 1955, p. 35
. Carl G. Jung The archetypes and the collective unconscious (R. Hull, Trans.) (2nd ed.), Princeton University Press, 1968, p.67.
Whan Park C. et al., Evaluation of brand extension: The role of product feature similarity and brand concept consistency, Journal of Consumer Research, Vol. 18, September 1991, p. 135.
Chernatony Leslie, Riley Francesca D. O., Modelling the components of the brand, European Journal of Marketing, Vol. 32 No. 11/12, 1998, MCB University Press, 0309-0566, p. 1038, în original ”the glue to stick the vision and mission in your mind”
Farhana Mosarrat, Brand Elements Lead to Brand Equity: Differentiate or Die, Information Management and Business Review, Vol. 4, No. 4, Apr 2012, p. 226
Mark Margaret & Pearson Carol S., The Hero and The Outlaw. Building Extraordinary Brands Through the Power of Archetypes, McGraw-Hill, New York, 2001, p.14
Tsai Shu-pei, Investigating archetype-icon transformation in brand marketing. Marketing Intelligence & Planning, Vol. 24 No. 6, 2006, p. 649.
Haddad L., Hamza K., Xara D. Archetypes and brand image an international comparision, Australian Journal of Basic and Applied Sciences, 9(34) Special 2015, p.23.
Faber Michel & Mayer John D., Resonance to archetypes in media: There’s some accounting for taste, Journal of Research in Personality 43 (2009) 307–322, p.310.
- There are currently no refbacks.