12 Archetypes - Characteristics

nusaiba128 · Post by **nusaiba128** » Sat Apr 05, 2025 5:29 am

What are brand archetypes? To translate the above theory into practice, we need... a little more theory. To distinguish as many as 12 patterns of brand attitudes and behaviors, we need to distinguish two axes - vertical and horizontal - on which brands (and really all people) balance in their aspirations. On the edges of the horizontal axis are the oppositional egocentrism (independence bc database philippines and self-fulfillment) and altruism (belonging, focus on other people). The vertical axis, in turn, is the opposition of stability-risk. Each of us in our lives is closer to some values and further from others. That is why brands that occupy a similar place on this graph as we ourselves are close to us.