| 000 | 02308nam a22003497a 4500 | ||
|---|---|---|---|
| 003 | OSt | ||
| 005 | 20260515121615.0 | ||
| 008 | 250910b |||||||| |||| 00| 0 eng d | ||
| 022 | _a0007-6791 | ||
| 022 | _a1743-7938 | ||
| 040 |
_aEnglish _ctbs |
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| 041 | _aEnglish | ||
| 100 |
_aMoore, Karl _926412 _eauthor |
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| 245 |
_aThe birth of brand _b: 4000 years of branding _c/ Karl Moore and Susan Reid. |
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| 260 |
_bBusiness History, _c2008. |
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| 300 | _a419-432 pages. | ||
| 362 | _aBusiness history, 2008-07, Vol.50 (4), p.419-432 | ||
| 520 | _aFor 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. | ||
| 630 | 0 |
_aMSc Brand Management & Creativity _926051 |
|
| 650 | 0 |
_aBranding (Marketing) _96284 |
|
| 650 | 0 |
_aBranding (Marketing) _xHistory _927109 |
|
| 650 | 0 |
_aMarketing _xManagement _99256 |
|
| 650 | 0 |
_aAdvertising _xHistory _927110 |
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| 653 | _aBrand archetypes | ||
| 653 | _aBrand management | ||
| 653 | _aBrand personality | ||
| 653 | _aCustomer relationships | ||
| 653 | _aMarketing communications | ||
| 700 |
_aReid, Susan _926413 _eauthor |
||
| 856 | _uhttps://research-ebsco-com.hub.tbs-education.fr/c/q5dvh4/viewer/pdf/nr26jydaaz?route=details | ||
| 942 | _2lcc | ||
| 999 |
_c5140 _d5140 |
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