This document discusses how brands can uncover archetypes to build powerful identities and images. It explains that brands like Apple, Coca-Cola, and Disney are cultural symbols because they have built emotional engagement, remarkable identities, and powerful brand images through communicating their values, directing actions, and being embedded in emotion. This combination of image and emotion creates archetypes that are universal, timeless, and part of the collective unconscious, creating identification. The document then analyzes the archetypes of several fashion brands like Chanel (Lover), Diesel (Jester), Burberry (Ruler), Tiffany (Lover), Alexander McQueen (Creator), Stella McCartney (Innocent), and Paul Smith (Creator)
11. The archetype definition is the start point to build the brand
identity
Brand
archetype
Brand
soul
Target
Values &
positioning
Compe
titors
Storytelling
22. Research Goals Archetype definition Report
Brand
history
Brand
archetype Target
Values &
Positioning
Competitors
Storytelling
23. Research Goals ReportArchetype definition
The Report is a guide that works as “brand compass”, providing
detailed information about:
- The archetype definition and its application
- Mission, Vision, Values and Positioning
- Visual References
- Marketing and Communication Strategy