Specifics of Using C.G. Jung’s Archetypes in Business Consulting Activities: Myths and Reality
Abstract
A trend of accelerated production and, consequently, consumption has led to the growing role of marketing in business consulting activities. The relevance of this research is conditioned upon the crisis in the marketing sphere, the inability of marketers to understand consumers in the era of market saturation, and the great significance of the practical application of C.G. Jung’s archetypes to express brand identity. The purpose of this research is to identify the specifics of using Jung archetypes in business activities, to identify specific valid archetypes that can personalise a brand, to debunk myths regarding the effectiveness of using Jung’s theory. The theoretical foundation of the research is Jung’s archetypes model, further research and applied scientific developments of scientists, were devoted to the problem of archetypes theory and their application to increase the effectiveness of branding. The methodological approach is based on a qualitative combination of modelling and system analysis methods. The main results obtained in the framework of this scientific research should be considered the identification of specific valid Jung archetypes for improving the effectiveness of business consulting activities, exposing myths and reality in the outdated theory of archetypes, identifying ways and means of developing archetypes on the example of specific brands. The results of this scientific research and the conclusions bear significant significance for employees of the marketing sphere. The article identifies the cultural influence on the brand archetype, which is an essential criterion for marketers, economists and generalists when choosing a business marketing strategy.
References
[2] Akbudak, Sadi (2020). Examination of Personality Archetypes in Three-Dimensional Brand Character Design. Istanbul: Isık University Institute of Social Sciences.
[3] Chamat, Ramzi (2019). 12 Brand Archetypes: Which One Are You? Available at: https://www.8ways.ch/en/digital-news/12-brand-archetypes-which-one-are-you
[4] Chang, Sea-Jin (2008). Sony vs Samsung: The Inside Story of the Electronics Giants’ Battle for Global Supremacy. Hoboken: John Wiley and Sons.
[5] Corlett, John. G., and Laura F. Chisholm (2021). C. G. Jung’s Thoughts on the Concepts of Leader and Leadership. Journal of Jungian Scholarly Studies, 16(1): 6-23. DOI: https://doi.org/10.29173/jjs143s
[6] Dmytriiev, Illia et al. (2022). Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy. Scientific Horizons, 25(8): 125-33. DOI: https://doi.org/10.48077/scihor.25(8).2022.125-133
[7] Franzen, Giep and Sandra E. Moriarty (2009). The Science and Art of Branding. New York: Routledge.
[8] Goncharova, Daria Yu (2020). Features of Building Brand Identity based on the Theory of Archetypes on the Example of a Language School. Journal of Economy and Business: 12-1(58): 109-12. Available at: https://sciup.org/osobennosti-postroenija-identichnosti-brenda-na-osnove-teorii-arhetipov-na-170181346
[9] Greeven, Mark J., Katharine Xin, and George S. Yip (2021). How Chinese Retailers are Reinventing the Customer Journey. https://hbr.org/2021/09/how-chinese-retailers-are-reinventing-the-customer-journey
[10] Gülcan, Cem (2020). An Evaluation on Psychological Types and Jungian Psychology. The Black Sea Journal of Social Sciences, 12(23): 284-97. Available at: https://dergipark.org.tr/en/pub/ksbd/issue/58799/685872
[11] Haule, John Ryan (2010). Jung in the 21st Century Volume One: Evolution and Archetype. London: Routledge.
[12] Haynes, Andy, Conway Lackman, and Audrey Guskey (1999). Comprehensive Brand Presentation: Ensuring Consistent Brand Image. Journal of Product and Brand Management, 8(4): 286-300. DOI:https://doi.org/10.1108/10610429910284229
[13] Högström, Claes, Anders Gustafsson, and Bård Tronvoll (2015). Strategic Brand Management: Archetypes for Managing Brands through Paradoxes. Journal of Business Research, 68(2): 391-404. DOI:https://doi.org/10.1016/j.jbusres.2014.06.009
[14] Hwang, Sooa (2017). Storytelling in Branding: The Difference in Brand Archetypes between Western and Asian Tech Companies – Based on Carl Jung’s 12 Archetypes Model. Espoo: Aalto University School of Business.
[15] Iorgachova, Maria, and Olena Kovalova (2023). Directions for Increasing the Efficiency of the Company's Cash Flow Management. Scientific Bulletin of Mukachevo State University. Series ‘Economics’, 10(4): 20-31. DOI:https://doi.org/10.52566/msu-econ4.2023.20
[16] Jung, Carl Gustav (1919). Instinct and the Unconscious. British Journal of Psychology, 10(1): 15-23. DOI:https://doi.org/10.1111/j.2044-8295.1919.tb00003.x
[17] Jung, Carl Gustav (2017). Psychological Types. Abingdon: Routledge.
[18] Maidment, Adam (2021). Brand archetypes. Available at: https://marchbranding.com/buzz/brand-archetypes/
[19] Mark, Margaret, and Carol S. Pearson (2001). The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. New York: McGraw Hill Education.
[20] Mirzaee, Sarah, and Babu P. George (2016). Brand Archetypes: An Experiment with the ‘Demeter’. Journal of Applied Economics and Business Research, 6(2): 93-105. Available at: http://www.aebrjournal.org/uploads/6/6/2/2/6622240/joaebrjune2016_93_105.pdf
[21] Noor, Slava (2019). The Creator Brand Archetype. Available at: https://arte8lusso.net/creative-lab/the-creator-brand-archetype/
[22] Özcan, Zeynep (2021). An Archetypal Analysis of Social Media Phenomena as New Generation Storytellers in Relationship Management Perspective. Istanbul Aydın University Journal of Social Sciences, 13(1): 285-312. Available at: https://dergipark.org.tr/en/pub/iausos/issue/60205/872343#article_cite
[23] Pickren, Wade E., and Alexandra Rutherford (2010). A History of Modern Psychology in Context. Hoboken: John Wiley and Sons.
[24] Posavac, Steven S. (2012). Cracking the Code: Leveraging Consumer Psychology to Drive Profitability. New York: Routledge.
[25] Robertson, Robin (1987). C.G. Jung and the Archetypes of the Collective Unconscious (American University Studies). New York: Peter Lang.
[26] Sargsian, Meri (2023). Branding Strategy of Samsung. Available at: https://thesocialgrabber.com/branding-strategy-of-samsung/
[27] Schmitt, Bernd (2012). The Consumer Psychology of Brands. Journal of Consumer Psychology, 22(1): 7-17. DOI: https://doi.org/10.1016/j.jcps.2011.09.005
[28] Shahini, Ermir, and Tetiana Shtal (2023). Assessment of the Level of Competitiveness of Ukrainian Holdings in International Markets. Ekonomika APK, 30(6): 45-56. DOI: https://doi.org/10.32317/2221-1055.202306045
[29] Sheikh, Mahnoor (2021). 12 Brand Archetypes by Carl Jung (and How to Use Them). Available at: https://visme.co/blog/brand-archetypes/
[30] Shcherban, Tetiana et al. (2022). Empathic Features of Conducting Negotiations in an Entrepreneurial Environment. Review of Economics and Finance 20(1). DOI:https://doi.org/10.55365/1923.x2022.20.48
[31] Signorelli, Jim (2012). Storybranding: Creating Stand-Out Brands through the Power of Story. Austin: Greenleaf Book Group Press.
[32] Sirgy, M. Joseph, and Jotindar S. Johar (1999). Toward an Integrated Model of Self-Congruity and Functional Congruity. European Advances in Consumer Research 4, 252-6.
[33] Sung, Yongjun, and Spencer F. Tinkham (2008). Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors. Journal of Consumer Psychology, 15(4): 334-30. DOI:https://doi.org/10.1207/s15327663jcp1504_8
[34] Tsai, Shu-pei (2005). Impact of Personal Orientation on Luxury-Brand Purchase Value: An International Investigation. International Journal of Market Research, 47(4): 427-52. DOI:https://doi.org/10.1177/147078530504700403
[35] Turk, Gül Dilek, and Serkan Bayrakci (2020). Modern Man’s Search for Meaning during the Pandemic: Social Media and the Global Spiritual Market. In: Social Media Psychology (pp. 159-97). Ankara: Nobel.
[36] Türk, Gül Dilek (2019). Global Information Market and Commodified Information on Social Media. In: Interdisciplinary Approaches to Communication in a Globalizing World (pp. 187-215). Konya: Literaturk Publications.
[37] Turow, Joseph (2013). The Daily You: How the New Advertising Industry is Defining your Identity and Your Worth. New Haven: Yale University Press.
[38] Wimmer, Roger D., and Joseph R. Dominick (2013). Mass Media Research: An Introduction. Boston: Cengage Learning.
[39] Zakharchyn, Halyna, and Yosyf Sytnyk. 2023. Construction and development of corporate knowledge in modern conditions. Economics, Entrepreneurship, Management, 10(1): 40-50. DOI:https://doi.org/10.56318/eem2023.01.040
[40] Brand Archetypes: Examples from Leading Brands and How to Find Yours (2022). Available at: https://www.templafy.com/blog/brand-archetypesand-how-to-find-yours/
Non-Exclusive License under Attribution 4.0 International Public License (CC BY 4.0):
This ‘Article’ is distributed under the terms of the license CC-BY 4.0., which lets others distribute, remix, adapt, and build upon this article, even commercially, as long as they credit this article for the original creation. ASERS Publishing will be acknowledged as the first publisher of the Article and a link to the appropriate bibliographic citation (authors, article title, volume issue, page numbers, DOI, and the link to the Published Article on ASERS Publishing’ Platform) must be maintained.