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Alexandra Warrington 1 The Importance of Imprints and Archetypes in Global Branding

THE IMPORTANCE OF IMPRINTS AND ARCHETYPES IN GLOBAL BRANDING

By
ALEXANDRA C.WARRINGTON

UNIVERSITY OF FLORIDA
2013

Alexandra Warrington 2 The Importance of Imprints and Archetypes in Global Branding

Table of Contents
Abstract ................................................................................................................................... 3
Introduction ............................................................................................................................. 4
The Importance of Imprints to Branding .............................................................................. 5
The Importance of Archetypes to Branding ......................................................................... 9
The Importance of the Culture Code in International Marketing ...................................... 21
Case Study ............................................................................................................................ 28
Implications for Further Research ...................................................................................... 32
Conclusion ............................................................................................................................ 33
References............................................................................................................................. 36

Alexandra Warrington 3 The Importance of Imprints and Archetypes in Global Branding

Abstract

The purpose of this literature review is to show the importance of archetypes and

imprints in consumer’s perceptions and global branding. Archetypal brand is an important trend in marketing that emphasizes


References: CHRONICALLYASKEW ~ MASTERCARD "PRICELESS". (n.d.). chronicallyaskew. Retrieved April 1, 2013, from http://chronicallyaskew.com/intro/24/ 1983 Apple Keynote-The "1984" Ad Introduction - YouTube. (n.d.). YouTube. Retrieved April 1, 2013, from http://www.youtube.com/watch?v=lSiQA6KKyJo Apple - Think Different - Full Version - YouTube. (n.d.). YouTube. Retrieved April 1, 2013, from http://www.youtube.com/watch?v=cFEarBzelBs Apple - iMac. (n.d.). Apple. Retrieved April 1, 2013, from http://www.apple.com/imac/ Apple Inc News. Retrieved April 1, 2013, from http://www.cnn.com/2012/11/12/tech/innovation/apple-innovative-company Branding 101: 12 Brand Archetypes — Marketing Ideas 101. (2012, April 7). Marketing Ideas 101 — Small business marketing ideas for the shoestring bourgeoisie. 1, 2013, from http://marketingideas101.com/marketing-articles/branding-101-12-brandarchetypes/ Grutzner, F April 1, 2013, from www.brandgarten.com/wp-content/uploads/2011/03/UsingArchetypes-to-Build-Strong-Brands.pdf Howard-Spink, J., & Levy, M Brands. Retrieved April 1, 2013, from www.livingbrands.co.uk/Assests/Articles/Brand%20Archetyping%20(Admap%20article encyclopedia. Retrieved April 2, 2013, from http://en.wikipedia.org/wiki/Jungian_archetypes Mark, M., & Pearson, C. (2001). The hero and the outlaw building extraordinary brands through the power of archetypes Martin, S., & TODAY, U. (2012, May 19). How Apple Stores rewrote the rules of retailing USATODAY.com. USA TODAY: Latest World and US News - USATODAY.com. Retrieved April 1, 2013, from http://usatoday30.usatoday.com/tech/news/2011-05-18apple-retail-stores_n.htm McEwen, W April 1, 2013, from www.adobe.com/engagement/pdfs/gmj_getting_emotional.pdf Muhammad Ali 1998 Think Different Poster April 1, 2013, from http://bulletblogbyjakee.blogspot.com/2011/06/muhammad-ali-1998think-different.html Newell, G April 1, 2013, from http://602communications.com/2011/06/marketing-without-wordsthe-power-of-emotional-attachment-branding/ Rapaille, C April 1, 2013, from http://www.forbes.com/forbes/2006/0703/044.html Rapaille, C Steve Jobs At Apple: A History. (2011, August 25). Breaking News and Opinion on The Huffington Post Adults - The Mac Observer. The Mac Observer. Retrieved April 1, 2013, from http://www.macobserver.com/tmo/article/steve_jobs_ranks_2_inventor_of_all_time_amo | the latest scientific research and successful management strategies. Retrieved April 1, 2013, from http://keithsawyer.wordpress.com/2012/09/29/the-apple-logo/ Top Vision Statements. (2009, December 8). MBA - Tutorials. Retrieved April 1, 2013, from www.mba-tutorials.com/strategy/307-top-vision-statements.html Emerald Insight. Retrieved April 1, 2013, from jungkirbalik.files.wordpress.com/2008/05/brand-marketing1.pdf
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