In this paper, we analyze the meaning of a brand based on a methodology still underexplored in Brazil, which is the one based on archetypes. First, we expose and discuss the theory based on archetypes Mark and Pearson (2001), to indicate how companies can apply this concept to strengthen their brands. Performing a survey involving 157 people, conducted through semi structured questionnaires, we identified the archetype associated with the most famous brand of beer presently in Brazil, in order to apply the theory to a real case in the Brazilian context. The results show the archetype most associated with this brand was the Jester, consistent with Mark and Pearson's theory (2001), which states the typical archetype of the beer category is indeed the Jester. So the fact that people associate the considered brand to such an archetype can contribute to the success of the brand. This is highlighted by the fact that 91% of those who are positive about the brand associated it with this archetype.
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