ARCHETYPES AND STEREOTYPES IN MARKETING
Journal Title: Бізнес-навігатор - Year 2018, Vol 2, Issue 45
Abstract
The essence of archetypes and stereotypes, and their role in marketing activities of the enterprise, in particular, in the creation of brands is considered in the article. The role of archetypes and brand stereotypes in relation to consumers is determined. The types of archetypes and stereotypes for improving their productivity and management is generalized. In order to form a successful brand, the distinction between archetypes and stereotypes is analyzed and shown. The practice of applying archetypes and stereotypes to known brands is considered. The basic archetypes are systematized and generalized their main functions in the life of consumers. The influence of archetypes and stereotypes on the level of consciousness during the purchase of goods is established.
Authors and Affiliations
N. Skrygun, V. Meteyko
Keywords
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