Designing Brand Personality Using the Power of Archetypes ...

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Introduction Opposed to the functional advantages of the product, the brand has to distinguish itself from others to be successful. In order to connect to the consumer, vie with the competition and to achieve the strategic goals, the company has to develop an independent identity. This brand identity is almost impossible to copy. The key facet of brand identity is the brand personality (Jansen 2006), a set of human characteristics associated with the brand(Aaker 1997). There is a number of approaches that analyzed the process of creating the brand personality. However, the increasing disappointment with traditional customer research is causing greater tolerance of non-traditional ideas. One of them, reaching into the past, is the theory of archetypes. In this paper I am going to focus on strategies how to design a brand personality for a company. It is concerned with the topic on both theoretical and empirical level. In the introductory part it defines the role of brand personality as a part of the brand identity, researches and compares different theories in brand creation. The main body of this paper analyzes the individual steps of the setting the relevant archetype and demonstrates the strategy of creating brand personality by means of archetypes. Each step in this part is also applied to a practical example. The overall goal of my work is to interpret a complex view on the given topic, richly illustrated by examples and applications. 1
1. The Importance of Creating Brand Identity 1.1 Brands with Identity (Batey 2008) defined brand as a guarantee of a quality and trustworthy promise of performance, consumer‟s perception and interpretation of a cluster of associated attributes, benefits and values. Brand has developed into a very valuable marketing concept over a past few decades. In order to connect to the consumer, vie with the competition and to achieve strategic goals, the company has to develop an independent identity for its brand. The consumer wants to identify with the brand and feels connected with it. Paraphrasing Kapfrerer in(Jansen 2006), “Having an identity means being who you are, following your own, determined, but individual path”. The ability to distinguish itself will increasingly need to come from the brand itself, because as opposed to the functional advantages of the product, the brand identity is almost impossible to copy. The brand personality is one of the key facets of brand identity. (Jansen 2006) Associating the brand with the person, it saves consumers the effort of the brand quality considerations, claims (Chernatony 2006) in her book. The value added means no longer what the brand provides, but what it stands for symbolically. (Riesenbeck and Perrey 2007) At the turn of the century the concept of „identity‟ was the centre of attention. The concept of identity connected the „inside-out‟ way of thinking of corporate communication to the „outside-in‟ of marketing for years the predominant principle in business. (Cretu and Brodie 2007) An observation done by (Blanchart 2010) where he states: “A brand is a coherent set of ideas in your consumer‟s mind. It is a personification of a product, service or even an entire company.” Now brands are becoming more like people. Like a person, it has its name, identity, personality and reputation. Furthermore, (Temporal 2010) found out that the brand strength is highly correlated with the perception of the brand personality. 2
Page 1 and 2: Designing Brand Personality Using t
Page 3 and 4: Abstract in English: Opposed to the
Page 5: 3.2.2 Categorization of Archetypes
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 and 30: Wolfe, David. 2003. Brand Personali
Page 31: Another example which promotes the

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