Use of Archetypes in the Colombian Fashion Industry

Abstract

The origins of archetypes were proposed by psychiatrist Jung (1938) when he defined archetypes as images of a collective nature, which occur globally as constituents of myths and as individual products of unconscious origin. This concept evolved and started to be used for developing brand meaning. Several brand cases as Nike, Cocacola, Ralph Lauren and Malboro (Mark, Pearson, and Pearson, 2001) and multiple researchers such as Shu-pei Tsai (2006), Woodside, Sood, and Miller (2008), Maso-FLeischman (1997), among others, demonstrate its pervasive power and implications on branding. For the marketing theory, archetypes are employed for defining the brand personality construct (Aaker, 1997). This brand personality stands out as a strategy for developing brand identity, which is an important concept that provides direction, meaning, and purpose to a brand (Aaker, 1996).