Storytelling in Branding: the Difference in Brand Archetypes Between Western and Asian Tech Brands - Based on Carl Jung's 12 Archetypes Model
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School of Business |
Master's thesis
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Date
2017
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Mcode
Degree programme
International Design Business Management
Language
en
Pages
79
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Abstract
Why do we feel a certain brand more attractive? Why do some brands have maniac consumers even though the brands’ products are not relatively outstanding from that of competitors? This research tries to answer the questions from the perspective of brand storytelling. More specifically, brand archetype in brand storytelling. The research will answer the following three research questions. Why is storytelling important in brand identity? How do brands develop brand storytelling? How do Western and Asian tech brand archetypes different in cultural context? The aim of this study is to find the difference in brand archetypes between Western and Asian brands. Brand storytelling reflects the brand value and can create an emotional bonding with the consumers. Like a traditional storytelling, branding storytelling has a main character that delivers the brand value. This is called brand archetype. When the brand archetype meets consumer’s unconscious desire or an ideal self, the brand becomes iconic. Using Carl Jung’s (1938) 12-archetype model which later developed by Pearson (2002) for business purpose, this thesis examines brand archetypes of 7 international tech brands. By conducting multiple case studies of 4 Western tech brand and 3 Asian tech brands, this paper defines the cultural influence in brand archetype. As a result, Western tech brands tend to have archetypes that pursue independence, control, and daily enjoyment. Asian tech brands’ archetype on the other hand, showed that they prefer to belong to a group, manage and implement the existing system. The result supports the reasoning that brand archetype is influenced by cultural norm and brands from similar cultural backgrounds have archetypes that share underlying attributes of archetypes. The finding of this research can further developed to enhance understanding of emotional branding and global marketing strategy.Description
Thesis advisor
Karjalainen, Toni-MattiKeywords
emotional branding, storytelling, brand personality, brand archetype