As a result of the events they are exposed to over time, the individuals that make up the society behavioral patterns They have begun to behave in this context and pass this behavior on to future generations. The word archetype, which is used to describe certain behavior patterns, is actually “first sample”, “main sample” resources.

Carl Gustav Jung by theorizing this idea to characterize brands. “brand archetype” He developed a concept called categorizing brands into 12 basic character structures. From the point of view of brands, the archetype is basically the target of the brands, their values, competitors and communication with customers represents his approach to issues such as

According to Jung; creator, ruler, magician, everyone, hero, rebel, explorer, innocent, lover, caretaker, buffoon and wise. 12 brand archetypes has.

The archetype “Creative” stands for an innovative brand with original ideas.

Picasso

More imaginative The creative archetype includes inspiring and bold brands that make products.

LEGO, Adobe and Apple are brands with the creative archetype.

The “Ruler” archetype; It stands for leadership, a tough personality, dominance and control.

Perfection and order Brands that symbolize the monarch archetype generally target the high-income group.

Louis Vuitton, Mercedes and Rolex Brands like

Magic brands, on the other hand, make dreams come true and make the seemingly impossible come true.

magician archetype, visionary and agile used for brands.

Dyson, Disney, Apple, Red Bull and Absolut brands such as carry the hallmarks of this archetype.

The “everyone” archetype is used for brands that see themselves as equal to their customers and convey the message “I am one of you”.

Everyone is at the base of their archetype equality, belonging and loyalty are the concepts. Brands that fall into this group generally use a friendly communication language.

IKEA, eBay and Fiat Brands like “I’m one of you too” are brands that say.

“Hero” brands are brave, honest and inspiring brands that rise to challenges.

The motto of these brands Make the world a better place is to bring.

Nike, Adidas, BMW and Duracell Brands like this are brands with the hero archetype.

“Rebel” brands are against order and send the message that there is another way to get what you want.

rebel archetype; rebellious, destructive and combative has an image. The target group of these brands often has a different outlook and lifestyle than the majority of society.

Harley Davidson and Diesel Brands like this are brands with the rebellious archetype.

“Explorer” Marks; They are risky, exciting and experiential brands.

Fearless and daring The explorer archetype, which can be counted as an explorer, usually has a motivation such as creating excitement with new experiences that make life meaningful.

Jeep, Red Bull and The North Face Brands like these are brands with the archetype of the explorer.

The ‘innocent’ archetype represents optimistic and naive brands.

Brands with this archetype want everyone’s well-being, honest and humble brand image.

Pigeon and Nintendo Brands like this can be given as an example of the innocent archetype.

“Aşık” brands, on the other hand, are brands that want to form deep relationships with their customers and symbolize passion and romance.

Magnum, Chanel and Victoria’s Secret Brands that symbolize concepts such as sincerity, love, lust and devotion have this archetype.

The ‘caretaker’ archetype represents protective, compassionate, and generous brands.

The archetype of the caregiver with a self-sacrificing character; is warm, helpful and reassuring.

UNICEF, Volvo, TOMS and WWF It is one of the brands with the caretaker archetype.

The jester archetype represents brands that are fun and playful.

Brands with the jester archetype that give their customers a good time; mischievous, mischievous and funny.

For example; M&Ms, Ben&Jerrys and Fanta has this archetype.

Finally, “wise” brands are leading, investigative and educational brands.

To wise brands whose main goal is to achieve truth and truth. Google, BBC, Oxford, CNN and 3M Brands like

This content belongs to brands. of 12 archetypes we talked about. Which other brands do you think fit which archetypes? Don’t forget to specify in the comments.