Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

1. ARCHETYPE
By Kripa Pattabiraman

2. THE AUTODIDACT
Segment 1

5. Name
• Aditi
• Srini
• Will
• Ashley
• Go by their first name or nick name
• Rarely introduce themselves by their full name

6. Psychosocial Profile
• Between 25 to 32 years old
• In a relationship but not committed
• Lives close to work in a rented apartment
• Lives with a roommate, has lots of friends
• Moved to a different city for a job
• Loves the added advantage of being independent
• Proud of being self-reliant
• Likes spontaneity as much as planning
• Doesn’t want to settle down in one place

7. Behavior
• Loves to go out and socialize
• Allocates a portion of their income to be spent on
new restaurants, experiences, activities, etc –
recommended by friends or self-discovered
• Plans and saves for big holidays
• Goes on spontaneous trips with friends
• Is on Twitter & Facebook, often makes new friends
• Reads for pleasure and for work
• Uses internet to learn new things & to solve problems

8. Family/Cultural Situation
• Parents live in a different city, go to visit them often
• Goes back home for important holidays and events
• Is close to family as well as extended relatives
• Grew up in an apartment, in a middle-class
community
• Is more spiritual than religious
• If asked, will say agnostic
• Avoids blind beliefs and superstitions
• Respects all faiths and religions

9. THE UPPER-CLASS EXPERIMENTER
Segment 2

12. Name
• Arthi Patel
• Advaith Krishnan
• Steven Paul
• Karen Miller
• Their lineage matters for them
• Take pride in their name

13. Psychosocial Profile
• Between 30 to 45 years old
• Married someone they dated for a couple of years
• Owns and lives in a posh duplex
• Rich parents, well-brought up
• Used to a certain kind of lifestyle
• Moved to a different city because of a promotion
• Proud of everything they’ve achieved
• Hungry for success

14. Behavior
• Loves to socialize, but only with certain types of
people
• Wines and dines at hip and well-known places –
reviews and recommendations
• Likes to go on international holidays
• Plans and goes on weekend getaways
• Prefers Linkedin over Twitter, but likes Facebook
• Not much of a casual reader, reads mostly for
work

15. Family/Cultural Situation
• Parents live in a different city but visit often
• Hosts family and friends for important holidays and
events
• Respects parents immensely, is close to one of them
• Grew up in an independent house in a gated
community
• Believes in and follows the faith they were brought
up on
• Goes to church/temple regularly

16. A Comparison
The Autodidact
• Has an HTC phone
• Last shopping spree was at a
factory outlet mall
• Drives aToyota Corolla
• Last weekend getaway was to
Big Bear
• Volunteers at a non-profit
• Watched the Super Bowl at a
sports bar with friends
• Feb14 – Romantic dinner
(posh restaurant in a mall), soft
toys, and a handbag
The Upper-class Experimenter
• Has an Apple iPhone
• Last shopping spree was at
Nordstrom & Macy’s
• Drives a BMW
• Last weekend getaway was to
a Palm Springs spa resort
• Donates to CRY
• Had friends over for the Super
Bowl, dinner & drinks
• Feb 14 – Romantic dinner (at a
4-star), artisan chocolates, and
an iPad

17. The Autodidact The Upper-class Experimenter

18. The Autodidact The Upper-class Experimenter

19. The Autodidact The Upper-class Experimenter

20. Sources
Images
1.Phoebe:
http://www.fanpop.com/clubs/phoebe-buffay/images/2981026/title/phoebe-10x16-screencap
2.Monica:
http://www.screened.com/monica-geller/15-2918/all-images/132-2018633/monica__12360032
3.James Franco:
http://www.themoviefiftyshadesofgrey.com/tag/james-franco-as-christian-grey
4.Joseph Gordon-Levitt: http://fanquarterly.com/2013/joseph-gordon-levitt
5.Name Tag:
http://blog.joeandrieu.com/2009/05/13/user-driven-services-9-self-managed-identity
6.Cogs: http://trend-riders.com/wp-content/uploads/2012/04/Trading-Psychology.jpg
7.Masks: http://thumbs.dreamstime.com/thumblarge_369/12355851182b5wtY.jpg
8.Simpsons:
http://heatherchristenaschmidt.files.wordpress.com/2011/11/family-fight-jpg.gif?w=800
9.Ross: http://www.hotflick.net/pictures/003FRN_David_Schwimmer_004.html

21. 10. Rachel: http://
www.greene.k12.ia.us/wpdevelopment/fall2011/mlewis/finalproject/index.html
11. George Clooney: http://www.cinemagia.ro/actori/george-clooney-1448/poze
12. Anne Hathaway: http://
www.underneathstardoll.net/2013/01/new-doll-anne-hathaway.html
13. Gold’s gym: http://
edmonton.canadianlisted.com/health/golds-gym-promotions_1282984.html
14. Toyota: http://logos.wikia.com/wiki/File:Toyota_Logo_Newes.jpg
15. Bath & Body Works: http://
bargainbriana.com/bath-body-works-20-off-printable-coupon-online-code
16. Coffee Ben & Tea Leaf: http://
eatwhattonight.com/a-frothy-revolution-with-trio-of-tea-cappuccinos-from-the-coffee-bea
17. Anne Klein:
http://all-free-download.com/free-vector/vector-logo/anne_klein_75450.html
18. Nordstrom Rack:
http://blog.chron.com/houstonshiring/2010/09/nordstrom-rack-to-open-in-sugar-land-emp
19. Equinox: http://www.beautynewsla.com/city-pulse/dads-day-in-l-a
20. Porsche: http://
www.autoclase.com.ar/wp/noticias-breves-elf-general-motors-porsche-y-citroen

22. 21. Lush: http://www.anderra.co.uk/blog/lushs-environmental-policy-video
22. Starbucks: http://thefullertonheritage.com/shopping-dinning/dining/starbucks
23. Louis Vuitton: logodatabases.com
24. Nordstrom: http://www.simon.com/mall/fashion-valley/stores/nordstrom
25. Ralphs: http://katieskrazysavings.com/category/store-deals-2/ralphs
26. HTC: http://
obamapacman.com/2011/09/htc-sues-apple-with-google-patent-help/htc-logo
27. Philips: http://www.msx.org/wiki/File:Philips-logo.png
28. Samsung: http://
viterbicareertoolbox.usc.edu/wp-content/uploads/2011/10/samsung-logo.gif
29. Supercuts: http://www.regisfranchise.com/news/023669.asp
30. Maybelline: http://www.logovaults.com/logo/2985-maybelline-logo-jpg
31. Whole Foods: http://en.wikipedia.org/wiki/File:Whole_Foods_Market_logo.svg
32. Apple:
http://cdn.ismashphone.com/wp-content/uploads/2011/12/apple-logo.jpeg
33. Bose: http://logok.org/bose
34. Sony: http://
www.rebgaming.com/sony-brings-new-bbc-sport-app-to-the-sony-entertainment-netwo
35. Vidal Sassoon: http://www.seeklogo.com/tag.html?q=Vidal+Sassoon

23. 36. MAC: http://
westillexist.com/whats-under-the-mask-is-what-really-matters-ladies-their-image-and-th
37. TIME Magazine: http://www.time.com/time/covers/0,16641,20061023,00.html
38. Lufthansa: http://goodlogo.com/extended.info/lufthansa-logo-2741
39. Neiman Marcus & Target: http://thebeautystop.com/neiman-marcus-and-target-
set-to-collaborate-this-upcoming-holiday-season
40. Forbes: http://rapgenius.com/Travie-mccoy-billionaire-lyrics#note-37470
41. Emirates: http://www.airportzentrale.de/emirates-sucht-500-neue-first-
officer/6988
42. Neiman Marcus: http://symbolphotos.blogspot.com/2011/02/neiman-marcus-
logo-photos.html
43. Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers

24. ThankYou.