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Alexandra Warrington 1 The Importance of Imprints and Archetypes in Global Branding

THE IMPORTANCE OF IMPRINTS AND ARCHETYPES IN GLOBAL BRANDING

By
ALEXANDRA C.WARRINGTON

UNIVERSITY OF FLORIDA
2013

Alexandra Warrington 2 The Importance of Imprints and Archetypes in Global Branding

Table of Contents
Abstract ................................................................................................................................... 3
Introduction ............................................................................................................................. 4
The Importance of Imprints
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Companies fitting a certain archetype have benefitted from greater financial success and have been able to build more dominant global brands relative to brand with less defined, if not “confused” archetypes.
The purpose of this exploration is to examine the origins of archetypes and their relevance in the context of global branding. In doing so, the paper will present literature that supports the importance of archetypes and imprints in consumers’ perceptions and global branding, as well as the benefits-- both financially and competitively -- to companies that utilize them. By its conclusion the discussion attempts to build an argument substantiating the importance of “archetype consciousness” in global branding in order to gain a competitive advantage beyond product attributes or pricing and distribution strategies..
The Importance of Imprints to Branding
The author Graeme Newell in the article “Marketing Without Words- The Power of Emotional Attachment to Branding” discusses the importance of brands in creating an emotional attachment and relationships with their consumers. By creating these relationships we make it easier for customers to recognize and imprint the brands into their psyche:“ Most brands are easy to describe. Lexus is about opulence. Harley is about rebellion. Krispy Kreme is about indulgence” (Newell, 2011). These

Alexandra Warrington 6 The Importance
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