What is Brand Archetype Portrait (BAPOR) and How to Calculate Brand Archetype Power (BAPOW)


  • Kakhaber DJAKELI Kennesaw State University
  • Sheb TRUE Kennesaw State University




Why to establish Brand Archetype Portrait (BAPOR) and calculate Brand Archetype Power (BAPOW)? What is the advantage of the portrait? The answer is simple - The portrait of a person shows more character than picture. When we speak about personality, it is logical to try to understand the character of a person through
portrait building than photography. We intend to extent the same principle for strategic brand management and offer a totally new method of brand portrait creation. Therefore, it is interesting to find out how the brand portrait is created.  To establish portraits of brands we need meaningful symbols. These symbols can be archetypes of Jung. They are “forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of unconscious origin” (Jung,1980). As we all know the unconscious was at the center of Jung's interests. Archetypes must help us in Brand Knowledge. “This brand knowledge affects how consumers respond to products, prices, communications, channels and other marketing activity -increasing or decreasing brand value in the process (Keller, 2003)”. To brand archetype portrait idea, we went through the marketing research done at Kennesaw
State University, Coles College of Business. The purpose of the study was to find how some fast-food brands are positioned in the minds of students.  Suggesting a totally new tool - Brand Archetype Portrait (BAPOR), we believe it will be a necessary stage in the strategic brand development.
Keywords: archetype development, archetypes of Jung, branding, brand personality, strategic brand management, strategic marketing
JEL: M31