DEFINITION OF BRAND ARCHETYPE
Our definition of brand archetype: A universally recognizable, innately understood character type or role that a brand can embody
Other definitions of brand archetype from around the web
“Categories of brands that share specific, universally recognizable personality traits, attitudes, and behaviors. These archetypes are drawn from influential psychiatrist Carl Jung’s theory that humans use symbolism to understand larger concepts.” – OVO
“A standardized model of a personality or behavior, often used in marketing, storytelling, psychology, and philosophy.” – The Dictionary of Brand, Marty Neumeier (Liquid Agency) (definition for “archetype”)
The advertising and marketing industry’s application of “Swiss psychologist Carl Jung’s theory that humans have a basic tendency to use symbolism to understand concepts. … The idea is that any brand can relate to one of these 12 iconic models that help define the brand and breathe life into it.” – The Hartford Business Owner’s Playbook
“A genre to a brand, based upon symbolism. The idea behind using brand archetypes in marketing is to anchor the brand against an icon already embedded within the conscience and subconscious of humanity. In the minds of both the brand owner and the public, aligning with a brand archetype makes the brand easier to identify.” – Wikipedia
“The personification of [certain] behaviours … [that] provide a roadmap that enables you to more accurately appeal to a given desire with a specific personality.” – Iconic Fox
Twelve brand archetypes, with examples
The twelve archetypes commonly used in branding were introduced by Margaret Mark and Carol S. Pearson in their book, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. (Contrary to popular belief, Carl Jung did not define these archetypes.)
| Archetype | Alternative name | Brand examples |
|---|---|---|
| The Creator | Adobe, Crayola, Lego | |
| The Caregiver | Campbell's, Johnson & Johnson, Marriott | |
| The Ruler | Cadillac, Mercedes-Benz, Rolex | |
| The Jester | Dollar Shave Club, M&Ms, Old Spice | |
| The Regular Guy/Gal | The Everyman | Home Depot, Jim Beam, Wrangler Jeans |
| The Lover | Chanel, Godiva, Hallmark | |
| The Hero | BMW, Duracell, Nike | |
| The Outlaw | The Rebel | Harley-Davidson, MTV, Virgin |
| The Magician | Disney, Dyson, Sony | |
| The Innocent | Coca-Cola, Ivory, Nintendo Wii | |
| The Explorer | Jeep Wrangler, The North Face, REI | |
| The Sage | Google, McKinsey, PBS |
Also known as
- Archetypes
- Jungian archetypes
Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.
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