12 Archetypes by Jung

Strategy Talk

The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions.   There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.

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Brand equity model

Strategy Talk

Brand Equity model (Brandt and Johnson, 1997)
“Brand equity is the unique set of real and/or perceived distinctions attached to a brand by customers…. Brand equity lives only in the hearts and minds of customers.”