Doctorate

Alexandra Warrington 1 The Importance of Imprints and Archetypes in Global Branding

THE IMPORTANCE OF IMPRINTS AND ARCHETYPES IN GLOBAL BRANDING

By
ALEXANDRA C.WARRINGTON

UNIVERSITY OF FLORIDA
2013

Alexandra Warrington 2 The Importance of Imprints and Archetypes in Global Branding

Table of Contents
Abstract ................................................................................................................................... 3
Introduction ............................................................................................................................. 4
The Importance of Imprints to Branding .............................................................................. 5
The Importance of Archetypes to Branding ......................................................................... 9
The Importance of the Culture Code in International Marketing ...................................... 21
Case Study ............................................................................................................................ 28
Implications for Further Research ...................................................................................... 32
Conclusion ............................................................................................................................ 33
References............................................................................................................................. 36

Alexandra Warrington 3 The Importance of Imprints and Archetypes in Global Branding

Abstract

The purpose of this literature review is to show the importance of archetypes and

imprints in consumer’s perceptions and global branding. Archetypal brand is an important trend in marketing that emphasizes

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