The Archetypal Brand Profile
This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experim...
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| Formato: | article |
| Lenguaje: | CA EN ES |
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Universitat Autònoma de Barcelona
2013
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| Acceso en línea: | https://doaj.org/article/b72f9303d52f4f42a98ff8077f8719e8 |
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| Sumario: | This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experimental methodology. The study revealed details regarding the significance and assets of these brands. The results of the present study indicate that the brands examined, represent elements of the archetypes.
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