Based On The Archetype Positioning Of The Brand Image Research

Archetype is a widely used in theology, philosophy, religion, anthropology and other areas of ancient concept. For explains its "the collective unconscious" theory, psychologists ringier will archetype concept is introduced in the contemporary psychology, which is used to represent the long-term practice process in human form, in a generation of the human heart, through the stranded accumulation remains and biological heritage and culture remained fixed mental imagery and pattern. The formation and evolution of the archetype is long process, so it can be used as the Angle of the fixed. Prototype precipitates at human subconscious, once the stress by outsiders, will act on human being's subconscious, arouse human unconscious primitive experience, make the person produces profound, intense, irresistible, irrational emotional responses.Prototype is with our special way to construct experienced a tendency, so its itself be observed. But the archetype can through the complex image personified, visualizations, namely archetype image to show. Prototype image is the basic content of the object psychology. Generally, archetype image into character archetype image and theme archetype image two kinds.The psychological concept about the archetype, the concept and classification archetype image in the role, archetype human psychology pattern, etc psychological theory, hereinafter referred to as "prototype theory". The author mainly from analyzing figures archetype image perspective, discuss prototype theory application in brand marketing. This paper is divided into seven parts, it is respectively:Introduction: with "marlboro" in the 1940s brand marketing case as the breakthrough point, the archetype theory applied to briefly brand marketing theory and practical significance; Talk expatiates the research background, research framework and research methods.The first chapter: from the concept of archetypes of origin, meaning, the influence of human behavior, and the classification of archetype image of archetype theory expounded comprehensively, and shall be described in each culture archetype theory in the field of application.Chapter 2: describes the twelve characters archetype image, as well as "creation", "last days", "life beyond", "hero" and "the good and evil are reported", "revenge" and "home" seven theme archetype image characteristics, and summarizes the two archetypal image in the application of brand marketing.Chapter 3: combined with twelve brand cases respectively, the detailed analysis of the "innocent person" and "adventurers", "wise man", "hero" and "outlaws", "mage", "ordinary people", "lover", "jester", "caregivers," "creator", "ruler" the twelve characters in the personality characteristics and archetype brand marketing in the specific application.Chapter 4: through the elaboration "Harley Davidson" brand growth course of "military period", "' hells angels' period", "" hippie movement" period "and" Japan invaded period ", "motorized middle-class knight period", "patriotism period" six times, and analyzes in detail its outlaws prototype image of the formation, the forming process, the current status and development trend.Chapter 5: item by item, concretely analyzed "Harley Davidson" outlaw "tough archetype image", "treason" and "freedom" and "individuality" and "belonging" these five characteristics, and from the Angle of advertising, related characters, expounds the five characteristics of different application in brand marketing way.Chapter 6: proposes archetype theory brand marketing application in four rules to follow, and both the positive and negative class shall be detailed case demonstrated.The author thinks that the biggest theory achievements, this paper, is on the basis of previous studies, creatively summary and puts forward the archetype theory in the brand marketing in the application of the need to comply with four rules:1, A successful brand must have a single, fixed, distinct archetype image. 2,The correctness of archetype image brand will ultimately decided by the market.3, Archetype image in different contradictions status by several idiosyncratic composition, in brand marketing specific application these traits, insist on equal principle with flexibility.4, Brand archetype image with the correct and effective need marketing methods to express.