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.)

Also known as

• Archetypes
• Jungian archetypes (erroneous)

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