Marketing Archetypes: Applying Jungian Psychology to Marketing Research

Dominici, Gandolfo; Tullio, Valeria; Siino, Giuseppe; Tani, Mario

doi:10.1080/14779633.2016.1192809

Cited by 12 publications

(11 citation statements)

References 35 publications

(36 reference statements)

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“…These three archetypes help awaken the sensations of making challenging plans and making changes that are so desperately wanted [14] . The Hero has the motto that it is possible to overcome the difficulties ahead, so it crosses diversities and faces great challenges [3] , and it helps people act courageously [9] . The Outlaw has the motto that rules can be broken, and it is known as the revolutionary and rebel [13] .…”

Section: Design Projectmentioning

confidence: 99%

“…When the Mage archetype is present in humans, they are agents of change and value experiences [3] . They are able to influence the people around them, so this archetype is very present in business leaders and politicians, and also in marketing to influence people's behavior [13] .…”

Section: Logo 1 -Mage Archetypementioning

confidence: 99%

“…It wants to see everything with lightness and happiness, and makes us live in the present, allowing us to be spontaneous. When this archetype is present in the human being, it makes the person want to have fun [3] . It is related to young and high-tech brands, as it helps to break rules, bringing innovation to organizations [13] .…”

Section: Logo 2 -Jester Archetypementioning

confidence: 99%

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Development of visual identity and positioning of a design agency based on archetypes

Baronio¹,

Pagan²,

Pagan³

2022

quaestum

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A company's brand is not just a name and logo, it is also the company's commitment to customers. Brand is a strategic asset, and therefore, when building a brand, the values, purpose, positioning, and personality of the company are also created. The psychology of archetypes understands the inner meaning of brands and products and helps marketers establish lasting concepts and identities. Archetypes are images, symbols, characters and myths that exist all over the world and transmit information in our collective unconscious. By using archetypes, brands have the ability to connect consumers' most basic emotions and motivations. Three archetypes were defined to develop three logos based on their concepts. The archetypes analyzed here are Mage, Jester, and Creator. A survey was carried out with the brand's target audience to find out if the logo was conveying the archetype's message and defined a positioning for the agency. The results obtained were that it is possible to develop a visual identity based on the concepts of archetypes and pass positive emotions and sensations through them.

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Section: Design Projectmentioning

confidence: 99%

Section: Logo 1 -Mage Archetypementioning

confidence: 99%

Section: Logo 2 -Jester Archetypementioning

confidence: 99%

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Development of visual identity and positioning of a design agency based on archetypes

Baronio¹,

Pagan²,

Pagan³

2022

quaestum

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“…The unconscious is divided in personal unconsciousimages and impulses from an individual's life experiences -, and a collective unconscious that includes a big variety of shared cultural images and impulses, known as archetypes (Zehnder and Calvert, 2004). Marketing will further advance by understanding the collective unconscious, and how it affects consumers' perceptions and actions (Dominici et al, 2016).…”

Section: Brand Personality and Brand Archetypesmentioning

confidence: 99%

The meaning of a brand? An archetypal approach

Xara-Brasil

Hamza

Feldman

2018

REGE

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Purpose-The purpose of this paper is to analyze customers' perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach-The authors measured consumers' perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts. Findings-Empirical evidence shows that there is proximity between the literature review and the associationswords and sentencesthat consumers from different countries make with those brands. This consistency of results is significantly higher for word associations. Originality/value-Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

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“…But, at home and abroad, consumer psychology research or sports market research is mainly conducted separately. There have been few research results on sports marketing based on consumer psychology, so that rich theoretical knowledge cannot be acquired to guide the development of sports marketing Malhotra, 2010;Dominici, Tullio, Siino et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Psychological Analysis of Consumers’ Purchase Behavior in Sports Market

2020

RACP

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This paper aims to reveal the internal relationship between the marketing of sports products and audience psychology. For this purpose, a questionnaire survey was carried out among consumers of sports products. Based on the survey results, the authors analyzed the consumers' psychological activities in selecting sports products, and summed up the influencing factors of consumers' purchase behavior and product demand. Moreover, the authors discussed the effects of marketing strategy on the consumers' self-positioning, purchase behavior and subjective perception. Finally, a marketing strategy was formulated for sports products. The results show that, in addition to internal factors, consumers' purchase behavior in the sports market is greatly affected by the external environment; the marketing strategy must consider multiple influencing factors of price, consumers' purchase behavior and the seller's profit; promotional activities can enhance product reputation, making consumers more willing to buy sports products. The research findings provide theoretical support for the design of marketing strategies for sports products.

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Marketing Archetypes: Applying Jungian Psychology to Marketing Research

Cited by 12 publications

References 35 publications

Development of visual identity and positioning of a design agency based on archetypes

Development of visual identity and positioning of a design agency based on archetypes

The meaning of a brand? An archetypal approach

Psychological Analysis of Consumers’ Purchase Behavior in Sports Market

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