A Study Of The Impact Of The Famous Western Brands On Western Culture From An Archetypal Perspective

In the fast developing world, brands have been a necessary part of business and life. As our life is filled with more and more brands of products of all kinds, and as more people have developed their own tastes and choices and view on different brands of products. From a tube of toothpaste to a suit, and even a car, brands are nearly full of people's life. Particularly in such time that more people pursuit a kind of individualization, different people have different views on brands. Though every ambitious company wants to develop their own brands of products which can meet all people's tastes and needs, majority of them have to confess that it is impossible to eternalize their products and their brands. There are many aged classic brands, which have still enjoyed the faithfulness of the customers to their brands. What kind of power which rejuvenates these brands? Maybe the answer is not hard to find and to develop a famous brand is not a difficult thing.Today classic brands are not just names for particular products, but have become symbols which not only represent the companies but also become an indispensable part of the global. Nowadays customers no longer focus on the function of the famous brands of products. Instead they pay more attention on the values and meanings of the brands of products. Many customers have been loyal to these world famous brands, because they regard them as a part of their life. The reason why they love these brands is that there is an archetype as a driving force within each and every world famous brand.This thesis has four chapters. Chapter I give brief introduction to archetype, western famous brands and western culture. Chapter II analyzes some primary archetypes' character and their developing history. Chapter III analyzes the archetypal elements in western famous brands. Chapter IV makes the conclusion.This paper tried to analyze the power behind some classic brands, then combined brands with archetype images to locate the brands. At the same time analyzed the marketing strategy of the brands has the corresponding archetype images to find out the secret about how to make the rooted brands.