Designing Brand Personality Using the Power of Archetypes ...

Advertising concentrated mainly on the “wow” hair visuals. Expressing the Magician
archetype is clear and coherent across all advertising vehicles. (see the Figure 4 and
Figure 3). From mass media communication through direct advertising the message
evokes imagery and sophisticated innovation. Use of famous endorsers, such as
One of the key personality promoting tools is the product design. Everyone connects
the brand with the characteristic pearl bottle with new logo including golden hair in it.
Next, the use of endorsers plays an incredible role in the advertising.
6. Conclusion and Recommendations
(Aaker and Biel 1993)authors of Building Strong Brands, say: "One way to be more
efficient in marketing is just to do things right the first time around. It starts with
getting the identity right. If you have a brand identity that works, you‟re just
monumentally efficient.”
This paper attempted to illustrate the importance of how imbuing personality into a
brand can enhance consumer bonding and the interaction between consumer self and
the brand personality. Creating a coherent personality through the wide array of brand
activities is done by ensuring that brand personality is expressed in all the behavior
and communication of the brand. It is necessary to pay a close attention to pioneer
brand users and target consumers, because as described in the chapters of this paper
the brand personality is created through a cyclical interaction between the brand and
consumers.
By analyzing several processes for creating the brand personality I expressed the need
for the new non-traditional ideas in the brand personality research comparing them to
the traditional customer researches. Profoundly I focused on the theory of archetypes
and their application to the brands in different industry sectors and cultures.
The different techniques to discover archetypes and making clear connections between
a key archetypal persona and the preliminary brand- product- or consumer-related
findings can put an entirely new spin on study insights and next steps with these
benefits:
1. Provide revolutionary yet imaginative mean for the creation of a new or the recreation
of an existing brand‟s personality and essence
2. Introduce and further explore new dimensions of a creative campaign once the
right archetype is established
3. Generate new, breakthrough ideas in unexpected ways by using a comparative
archetypal approach
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