Designing Brand Personality Using the Power of Archetypes ...

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Figure 2:McKinsey Brand Personality Gameboard Map Using the Gameboard we specify also the position of our competitors‟ personalities. By knowing the competitive landscape from this perspective, it makes us easier to differentiate. On the other hand by the help of Gameboard we determine partnerships according to their values, resulting in high synergies in both parties. The model is used mainly: 1. as a first step by mergers, acquisitions and consolidations 2. by designing the brand architecture and umbrella brand management 3. setting dimensions of brand personality 4.3 Matching the Values and Positioning with Archetypes The positioning of the brand has to be credible an achievable and to embody the brand promise. Therefore if the positioning is reliable and good manners and honesty, as its core traits it must also be reflected in appearance and behaviour of the sales team. Not instead being a wild bunch of spirited passionate fellows. (Schoormans 2009) showed that consumers prefer products with a personality that fit their own personality: extrovert consumers prefer extrovert products. Research furthermore has shown that people can recognize personality traits in products and 15
ands. It is probable that due to the abstractness of the brand personality, different stakeholders have a different interpretation of personality traits might be suboptimal 4 . By means of qualitative in-depth interviews, as mentioned in section 2 we aim to determine the concrete personality traits using archetypes as stereotypes. There is a number of methods how to achieve this. 1. Analogies – a cognitive process of transferring information or meaning from a particular subject (the analogue or source) to another particular subject (the target) 2. Drawings – the visual image first appeared in our mind when hearing the brand in some context 3. Free associations – a stimulation of an associative pattern by a word or the connection and production of other words in response to a given word, done spontaneously as a game, creative technique, or in a psychiatric evaluation. 4.4 Advertising and Evaluation according to the Chosen Archetype Generally, the advertising are to increase the awareness and promote products by audio-visual communication. In case of advertising with the use of archetypes, the main principle is that the thoughts that arise in consumer minds do not rise consciousness only. They tend to work in the background, shaping the consumer‟s archetypal reactions to those ads. Those are the stereotypic ways the marketer expects according to the predetermined behaviour towards the specific archetype.(Wolfe 2003) After completing the process the process of the brand personality design, it is necessary to ask a number of important questions, which help us check, whether the direction of our approach matched the overall business and marketing strategy. Do our brand values and personalities „fit‟ with the archetypal values outlined? Is there any disparity in communication? What is my archetype‟s vice? What does this say about my brand? What are the other archetypes within the category? The process of evaluation is one of the most significant steps in creating a meaningful and aligned brand personality. 4 Not the highest standard or quality. 16
Page 1 and 2: Designing Brand Personality Using t
Page 3 and 4: Abstract in English: Opposed to the
Page 5 and 6: 3.2.2 Categorization of Archetypes
Page 7 and 8: 1. The Importance of Creating Brand
Page 9 and 10: 2. Research of the Brand Personalit
Page 11 and 12: 2.2 Existing Theories for Creating
Page 13 and 14: In comparison with Aaker, Jungarian
Page 15 and 16: tangible and endurable, give consum
Page 17 and 18: 3.2.1 Categorization of Archetypes
Page 19: an example, if the reliability was
Page 23 and 24: Moreover they separate their portfo
Page 25 and 26: 4. Develop and evaluate new product
Page 27 and 28: List of Tables Table 1: Elements of
Page 29 and 30: Wolfe, David. 2003. Brand Personali
Page 31: Another example which promotes the

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