This document discusses how brands can uncover archetypes to build powerful identities and images. It explains that brands like Apple, Coca-Cola, and Disney are cultural symbols because they have built emotional engagement, remarkable identities, and powerful brand images through communicating their values, directing actions, and being embedded in emotion. This combination of image and emotion creates archetypes that are universal, timeless, and part of the collective unconscious, creating identification. The document then analyzes the archetypes of several fashion brands like Chanel (Lover), Diesel (Jester), Burberry (Ruler), Tiffany (Lover), Alexander McQueen (Creator), Stella McCartney (Innocent), and Paul Smith (Creator)

1. Archetype Branding
Uncovering brand archetypes in the fashion industry
Mirela Lacerda

6. What Apple, Coca-Cola and Disney have in common? They are cultural symbols!

7. They have built
Emotional engagement
Remarkable identities
Powerful brand images

8. The brand image...
Communicates its values
Directs actions
Is embedded in emotion

9. Image + emotion = archetype

10. Archetypes...
Are universal and timeless
Are part of the collective unconscious
Create identification

11. The archetype definition is the start point to build the brand
identity
Brand
archetype
Brand
soul
Target
Values &
positioning
Compe
titors
Storytelling

12. Chanel
Archetype = Lover
Coco’s ideal of feminity and seduction
Chanel

13. Diesel
Archetype = Jester
Have fun, enjoy life, seize the day

14. Burberry
Archetype = Ruler
Status and prestige built around
London lifestyle and the iconic
trench coat

15. Tiffany
Archetype = Lover
A celebration of love and special
moments in life using New
York as scenery

16. Alexander McQueen
Archetype = Creator
Nature, religion and history are
elements of a disturbing and
provocative vision

17. Stella McCartney
Archetype = Innocent
Sustainability, childish elements
and a search for paradise

18. Paul Smith
Archetype = Creator
Arts, irreverence and a
twisted vision on classics

20. Brand “X-Ray”: who, when, where, how and why?
Development: story, mission, vision, values, positioning,
competitors, target audience; communication, promotion
and sales channels
Research Goals Archetype definition Report

21. Emotional
(desires and expectations about the brand)
X
Rational
(business strategy)
Goals Archetype definition ReportResearch

22. Research Goals Archetype definition Report
Brand
history
Brand
archetype Target
Values &
Positioning
Competitors
Storytelling

23. Research Goals ReportArchetype definition
The Report is a guide that works as “brand compass”, providing
detailed information about:
- The archetype definition and its application
- Mission, Vision, Values and Positioning
- Visual References
- Marketing and Communication Strategy

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mirela@modalogia.com.br