Designing Brand Personality Using the Power of Archetypes ...

Table of Contents
INTRODUCTION 1
1. THE IMPORTANCE OF CREATING BRAND IDENTITY 2
1.1 BRANDS WITH IDENTITY 2
1.2 BRAND IDENTITY VS. BRAND PERSONALITY 3
2. RESEARCH OF THE BRAND PERSONALITY 4
2.1 ASSESSING AND MEASURING BRAND PERSONALITY 4
2.1.1 Traditional Processes 4
2.1.2 Non-traditional Processes 5
2.2 EXISTING THEORIES FOR CREATING BRAND PERSONALITY 6
2.2.1 The Former Scientific Methodologies and Scepticism 6
2.2.2 Aaker‟s dimensions 6
2.2.3 Jung‟s Behavioural Science 7
3. USE OF ARCHETYPES IN THE BRAND CREATION 8
3.1 DEFINING ARCHETYPES 8
3.1.1 The Definition of Archetypes in the Past 8
3.1.2 The Definition and Use of Jungian psychology today 9
3.2 CATEGORIZATION OF ARCHETYPES 9
3.2.1 Categorization of Archetypes according to the company’s
motivations: 12
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