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)