: 4000 years of branding Moore, Karl creator author Reid, Susan author text Business History 2008 monographic eng Eng lis h

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419-432 pages. For over 20 years, managers have been encouraged to leverage archetypal meaning to strengthen their brands. Prior research has studied archetypes as universal patterns present in the collective unconscious that trigger an instinctive response in customers, arguing that brands should evoke one archetype at a time. However, recent evidence seems to suggest that the single archetype view proposed in previous work may have lost its relevance in the marketplace. This article responds to calls for further research into brand archetypes by analyzing more than 2,400 brands and the archetypes they evoke in their marketing communications. The current findings support the continued relevance and importance of brand archetypes in marketing, showing that brands connect with customers by consistently evoking specific archetypes. Critically, however, strong brands tend to leverage multiple archetypes at a time rather than just one as previously believed. We explore key implications of our findings for theory and management, discuss avenues for future research, and provide actionable guidelines for managers wishing to leverage archetypal meaning to build strong brands. / Karl Moore and Susan Reid. Branding (Marketing) Branding (Marketing) History Marketing Management Advertising History Brand archetypes Brand management Brand personality Customer relationships Marketing communications 0007-6791 1743-7938 https://research-ebsco-com.hub.tbs-education.fr/c/q5dvh4/viewer/pdf/nr26jydaaz?route=details https://research-ebsco-com.hub.tbs-education.fr/c/q5dvh4/viewer/pdf/nr26jydaaz?route=details English 250910 20260515121615.0