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Back to "Archetypes"Brand Identity
Brand identity is the total experience of a brand. Imbuing a brand with specific qualities and mapping its values enables us to create guidelines for development, management and communication.
What is unique about archetype theory, as a tool in the branding process, is that it applies universal and recognisable human traits to the marketing strategies of individual companies. Archetypes function as models that can provide answers to many dilemmas and considerations related to management and communication.