It turns out that other brands have characters like us!

As a result of the events they are exposed to over time, the individuals who make up the society behavioral patterns They have started to behave in this framework and to transfer these behaviors to future generations. The word archetype, which is used to describe certain behavioral patterns, is basically “first sample”, “principal sample” means.

Carl Gustav Jung by theorizing this idea to characterize brands. “brand archetype” He developed a concept named as categorizing brands into 12 basic character structures. From the point of view of brands, the archetype is basically the purpose 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, caregiver, buffoon and wise. 12 brand archetypes has.

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

More imaginative Inspiring and daring brands that produce products are classified under the creative archetype.

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

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

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

Louis Vuitton, Mercedes and Rolex Brands such as

Magical brands, on the other hand, turn dreams into reality 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 bear the characteristics of this archetype.

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

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

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

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

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

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

“Rebel” brands oppose order and send the message that there is a different way to get what you want.

Rebel archetype; rebellious, destructive and belligerent has an image. The target audience of these brands often has a different view and lifestyle compared to the majority of society.

Harley Davidson and Diesel Brands like these are brands with the rebel archetype.

“Explorer” brands; They are risk-taking, 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 makes life meaningful.

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

The “innocent” archetype represents optimistic and naive brands.

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

Dove and Nintendo Brands like these can be given as an example of the innocent archetype.

“Aşık” brands, on the other hand, are brands that aim to establish 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 commitment have this archetype.

The “carer” archetype represents protective, compassionate and generous brands.

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

UNICEF, Volvo, TOMS and WWF It is one of the brands that has the caregiver archetype.

The “jester” archetype represents brands that are fun and playful.

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

For example; M&M’s, Ben&Jerry’s and Fanta has this archetype.

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

To wise brands whose main purpose is to reach the truth and truth. Google, BBC, Oxford, CNN and 3M Brands such as

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