Open AccessВозможности использования теории архетипов в брендинге
Author(s) -
Д.Д. Каменская
Publication year - 2021
Publication title -
тенденции развития науки и образования
Language(s) - English
DOI - 10.18411/lj-02-2021-110
Subject(s) - archetype , typology , process (computing) , epistemology , sociology , computer science , philosophy , art , literature , anthropology , operating system
The article is devoted to the possibilities of using the theory of archetypes in marketing. The author considers the typology of archetypes according to K. Pearson, gives examples of their use by world brands. The positive aspects of using the theory of archetypes in the process of brand formation, as well as ambiguous views on this approach, are described.