Designing Brand Personality Using the Power of Archetypes ...

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List of Figures Figure 1: Stages of the Base in Brand Personality Design 4 Figure 2:McKinsey Brand Personality Gameboard Map 15 Figure 3: Thailand Pantene Ad 25 Figure 4: Pantene Ad Violistin 26 - 21 -
List of Tables Table 1: Elements of a Personality 3 Table 2: "Big Five" Dimensions and their Facets 6 Table 3:The Hero and the Outlaw, Building Extraordinary Brands through the Power of Archetypes from Centre for Archetypal Studies and Applications 11 Table 4 Categorization of Archetypes according to the Company's Motivation 12 Table 5 Hierarchical Value Map for Shampoo Category 18 22
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 and 20: an example, if the reliability was
Page 21 and 22: ands. It is probable that due to th
Page 23 and 24: Moreover they separate their portfo
Page 25: 4. Develop and evaluate new product
Page 29 and 30: Wolfe, David. 2003. Brand Personali
Page 31: Another example which promotes the

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