Designing Brand Personality Using the Power of Archetypes ...

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Appendix Typical Pantene ad, promoting the magician archetype through the visionary transformation. The shampoo is endorsed by Thailand celebrities. Magician brands are also highly innovative, and are often related to a very new, contemporary product. As you can see, the visual of the effect of contemporary new ingredients and formulas included in the ad. Tagline: transform your hair in fourteen days. Figure 3: Thailand Pantene Ad 25
Another example which promotes the brands core values. In this case, however, indirectly: It is a story about a young deaf violinist with a dream. She wants to succeed on a music contest, but nobody believes in her. The ad ends up with happy end and gives the consumer an insight from a creative angle about the shampoo. The tagline: „You can shine.“ Figure 4: Pantene Ad Violinist 26
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 and 26: 4. Develop and evaluate new product
Page 27 and 28: List of Tables Table 1: Elements of
Page 29: Wolfe, David. 2003. Brand Personali

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