Archetypal Approach in Brand Management

Master's thesis is devoted to the peculiarities of using the theory of archetypes in the brand management on the example of Mars's brand . The study consisted of three stages. At the first stage, in-depth interviews were conducted with representatives of the industry, which allowed us to highlight the features of archetype brand management, as well as to identify the existing problems of implementation of the archetype of one of the brands of Mars. At the second stage, a quantitative survey was formed, which allowed us to determine the presence of a communication gap between the brand and its archetype, as well as to identify the negative consequences of using another archetype in communication. At the third stage, the analysis of the best practices of brand archetype management in the category of pet food was carried out, which allowed to identify opportunities for improving communication of the brand. As a result of the study, a number of recommendations were developed aimed at updating the current brand communication strategy. It is important to note that the results obtained in the course of empirical research within the framework of this dissertation have already been used as input data for the brand communication strategy development for 2019. As part of the annual communication planning process, the brand archetype management process will be fully revised, and some of the recommendations will be taken into account in 2018.