‘An archetype product identity speaks directly to the deep psychic imprint within the consumer sparking a sense of recognition and of meaning’ (Mark & Pearson 2001, p14) From a Jungian perspective a brand must motivate the personal unconscious and the collective unconscious and trigger feelings that are close to the audiences primal motivations.
A brand that incorporates a Jungian archetype is Versace. It incorporates elements of traditional Italian style and class. The brand triggers off feelings of richness and personally tailored design. Another Italian brand which does the same would be Ferrari. Within the name itself consumers can identify with a brand that has been popular for along time as well as with elements of Italian style in terms of design as well as power, wealth and success.
Through these brands one can feel and fantasize. With both brands the social connotation plays a huge part in the consumer’s personal conception. They evoke the imagination through perception of what the product represents on an aesthetical and psychological level. Being in possession of a branded product like Versace or Ferrari serves a function
and satisfying a need.
