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Andrea Pisarova

Dostupný celý text práce:
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r. 2011

Školiteľ:
Holger Schwarting

Kľúčové slová:
Brand personality, archetypes, big five dimensions, Gameboard, Jung, Aaker

Vedný odbor:
SPOLOČENSKÉ VEDY » Ekonomické vedy a manažment » Obchod a marketing

Škola:
Univerzita mimo Slovenska » Fakulta » Katedra

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Upozornenie: obsah diplomovej práce je chránený autorským zákonom č. 618/2003 Z.z.

Designing Brand Personality Using the Power of Archetypes

Andrea Pisarova (Školiteľ: Holger Schwarting) | pridané: 25. mája 2011

Abstrakt diplomovej práce:

Opposed to the functional advantages of the product, the brand has to distinguish itself from others to be successful. In order to connect to the consumer, vie with the competition and to achieve the strategic goals, the company has to develop an independent identity. This brand identity is almost impossible to copy. The key facet of brand identity is the brand personality (Jansen 2006), a set of human characteristics associated with the brand(Aaker 1997).

There is a number of approaches that analyzed the process of creating the brand personality. However, the increasing disappointment with traditional customer research is causing greater tolerance of non-traditional ideas. One of them, reaching into the past, is the theory of archetypes.

In this paper I focused on strategies how to design a brand personality for a company. It is concerned with the topic on both theoretical and empirical level. In the introductory part it defines the role of brand personality as a part of the brand identity, researches and compares different theories in brand creation. The main body of this paper analyzes the steps of the setting the relevant archetype and demonstrates the strategy of creating brand personality by means of archetypes. Finally there is a case study as an application of the theoretical part of the paper.

The overall goal of my work is to interpret a complex view on the given topic, richly illustrated by examples and applications.

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Diplomová práca sa nachádza v knižnici tejto vysokej školy:
Univerzita mimo Slovenska - Fakulta - Katedra

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Bibliografický odkaz

PISAROVA, Andrea: Designing Brand Personality Using the Power of Archetypes [ Diplomová práca ] Univerzita mimo Slovenska, Fakulta, Katedra. Školiteľ: Holger Schwarting. Rok obhajoby: 2011