2017
DOI: 10.1590/1809-5844201716
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Abstract: 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 the… Show more

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Cited by 2 publications
(10 citation statements)
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“…The Explorer has the motto that it does not want to build walls around itself, so it goes out to explore the world, both inside and outside [13] . It helps people maintain autonomy and freedom [14] . The Sage has the motto that the truth sets free, it wants to be free to seek the truth and help people understand the world they live in [9] .…”
Section: Design Projectmentioning
confidence: 99%
See 3 more Smart Citations
“…The Explorer has the motto that it does not want to build walls around itself, so it goes out to explore the world, both inside and outside [13] . It helps people maintain autonomy and freedom [14] . The Sage has the motto that the truth sets free, it wants to be free to seek the truth and help people understand the world they live in [9] .…”
Section: Design Projectmentioning
confidence: 99%
“…The second group are those who leave their mark on the world, they are represented by the three archetypes: Hero, Outlaw, and Mage. These three archetypes help awaken the sensations of making challenging plans and making changes that are so desperately wanted [14] . The Hero has the motto that it is possible to overcome the difficulties ahead, so it crosses diversities and faces great challenges [3] , and it helps people act courageously [9] .…”
Section: Design Projectmentioning
confidence: 99%
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“…The designers, for example, can influence the nature of the product, the shape it takes, its power usage, output, and appearance. The marketing department impacts the delivery of the product and how customers are reached (Kamlot & Calmon, 2017;Kamlot & Fonseca, 2010;Rodgers, 2015).…”
Section: Creative Economy and Manufacturing Industrymentioning
confidence: 99%