THE IMPORTANCE OF THE ARCHETYPAL FEATURES ON MILLENNIALS IN THE CONTEXT OF BRAND DIFFERENTIATON – A QUALITATIVE APPROACH

Paul-Alexandru FĂRCAȘ, Carmen Maria MUREŞAN

Abstract


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.


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References


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