{"id":41162,"date":"2023-11-08T15:20:51","date_gmt":"2023-11-08T14:20:51","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=41162"},"modified":"2023-11-08T15:20:51","modified_gmt":"2023-11-08T14:20:51","slug":"co-je-to-brand-archetyp-a-preco-by-ste-ho-mali-mat-zadefinovany","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/pl\/co-je-to-brand-archetyp-a-preco-by-ste-ho-mali-mat-zadefinovany\/","title":{"rendered":"\u010co je to brand archetyp a pre\u010do by ste ho mali ma\u0165 zadefinovan\u00fd?"},"content":{"rendered":"

Psychol\u00f3gia je oblas\u0165, ktor\u00e1 prenik\u00e1 do takmer ka\u017edej sf\u00e9ry vr\u00e1tane marketingu. Ak chcete by\u0165 \u00faspe\u0161n\u00ed a vedie\u0165, \u010do z\u00e1kazn\u00edkom poskytn\u00fa\u0165, nesmiete ju ignorova\u0165. Obzvl\u00e1\u0161\u0165 d\u00f4le\u017eit\u00e9 s\u00fa v r\u00e1mci nej brand archetypy, ktor\u00e9 v\u00e1m zjednodu\u0161ia pl\u00e1novanie strat\u00e9gie aj sp\u00f4sob komunik\u00e1cie zna\u010dky. \u010co je archetyp a ako s n\u00edm pracova\u0165?<\/strong><\/p>\n

\u010co je archetyp?<\/h3>\n

Na to, aby ste pochopili, \u010do s\u00fa brand archetypy, mus\u00edte najprv vedie\u0165, \u010do znamenaj\u00fa archetypy vo v\u0161eobecnosti. Pod\u013ea odborn\u00edkov ide o vroden\u00e9 a dedi\u010dn\u00e9 vzorce<\/strong> n\u00e1\u0161ho spr\u00e1vania, hodn\u00f4t, t\u00fa\u017eob a motiv\u00e1cie. Na z\u00e1klade nich intuit\u00edvne, bez dlh\u0161ieho prem\u00fd\u0161\u013eania, kon\u00e1me alebo inklinujeme k ur\u010dit\u00fdm n\u00e1zorom.<\/p>\n

Archetypy s\u00fa zauj\u00edmav\u00e9 t\u00fdm, \u017ee s\u00fa univerz\u00e1lne<\/strong>. Vyskytuj\u00fa sa vo v\u0161etk\u00fdch kult\u00farach, spolo\u010denstv\u00e1ch a n\u00e1bo\u017eenstv\u00e1ch. S\u00fa s\u00fa\u010das\u0165ou literat\u00fary, umenia, psychol\u00f3gie aj marketingu<\/a>. A pr\u00e1ve v marketingu sa stretnete so slovn\u00fdm spojen\u00edm brand archetyp.<\/p>\n

Brand archetyp sl\u00fa\u017ei ako n\u00e1stroj na vytvorenie hlb\u0161ieho spojenia s va\u0161\u00edm publikom<\/strong>. Ve\u013emi jednoducho prostredn\u00edctvom neho zist\u00edte, ako sa va\u0161i z\u00e1kazn\u00edci c\u00edtia a \u010do potrebuj\u00fa. V\u010faka tomu dok\u00e1\u017eete nastavi\u0165 branding<\/a> a zvoli\u0165 spr\u00e1vny tone of voice, ktor\u00fdm vyrozpr\u00e1vate pr\u00edbeh zna\u010dky, poskytnete produkty a podpor\u00edte predaj.<\/p>\n

Druhy archetypov<\/h3>\n

Archetyp nie je len jeden. \u0160vaj\u010diarsky psychol\u00f3g Carl Jung identifkoval a\u017e 12 r\u00f4znych siln\u00fdch ident\u00edt<\/strong>, ktor\u00fdmi vn\u00edmame svet okolo n\u00e1s. Jeho archetypy n\u00e1sledne vylep\u0161ila Carol S. Pearsonov\u00e1, ktor\u00e1 ich vo svojej knihe The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes aplikovala na biznis a marketing.<\/p>\n

Ka\u017ed\u00fd archetyp Carla Junga je charakteristick\u00fd ur\u010dit\u00fdmi vlastnos\u0165ami<\/strong>. Ni\u017e\u0161ie si ich v\u0161etky spomenieme.<\/p>\n

\"brand<\/p>\n

Tvorca<\/h4>\n

Ozna\u010duje sa aj ako umelec alebo dizajn\u00e9r. Zn\u00e1my je t\u00fdm, \u017ee \u013eud\u00ed motivuje k tomu, aby boli viac ako on. Archetyp si zaklad\u00e1 na inov\u00e1ci\u00e1ch a kreat\u00edvnych, niekedy a\u017e netradi\u010dn\u00fdch rie\u0161eniach<\/strong>. Je origin\u00e1lny, vizion\u00e1rsky a ve\u013emi individualistick\u00fd. Zna\u010dky, ktor\u00e9 do\u0148 spadaj\u00fa, s\u00fa Apple, Adobe, GoPro, Cannon a Youtube.<\/p>\n

Vl\u00e1dca<\/h4>\n

Niekedy ozna\u010dovan\u00fd aj ako vodca. Archetyp je mocn\u00fd, zodpovedn\u00fd a preber\u00e1 kontrolu<\/strong>. Sna\u017e\u00ed sa vytv\u00e1ra\u0165 exkluzivitu a pocit dominancie, sily a \u00faspe\u0161nosti. Pr\u00e1ve to je d\u00f4vod, pre\u010do do\u0148 spadaj\u00fa luxusn\u00e9 a drah\u00e9 zna\u010dky, ako napr\u00edklad Rolls Royce, Rolex, Hugo Boss alebo Mercedes.<\/p>\n

Opatrovate\u013e<\/h4>\n

Zn\u00e1my aj ako slu\u017eobn\u00edk alebo matka. Pre tento archetyp je d\u00f4le\u017eit\u00e1 starostlivos\u0165 o druh\u00fdch, s\u00facit a pomoc<\/strong>. \u010ealej je taktie\u017e charakteristick\u00fd vysokou \u00farov\u0148ou empatie, pokoja a starostlivosti. Zna\u010dky, ktor\u00e9 sa vyzna\u010duj\u00fa pr\u00e1ve t\u00fdmto archetypom, s\u00fa Pampers, Volvo, Unicef a Johnson & Johnson.<\/p>\n

Chlap od ved\u013ea<\/h4>\n

T\u00fa\u017ebou tohto archetypu je spoji\u0165 sa s ostatn\u00fdmi a zapadn\u00fa\u0165 do kolekt\u00edvu. Medzi jeho charakteristick\u00e9 vlastnosti sa rad\u00ed spo\u013eahlivos\u0165, pragmatickos\u0165, vernos\u0165 a realistickos\u0165<\/strong>. Okrem toho je zn\u00e1my aj t\u00fdm, \u017ee ho vyu\u017e\u00edvaj\u00fa hlavne cenovo dostupn\u00e9 zna\u010dky, ako napr\u00edklad Tesco, Ikea, Ebay alebo Hornbach.<\/p>\n

Klaun<\/h4>\n

Stretn\u00fa\u0165 sa m\u00f4\u017eete aj s ozna\u010den\u00edm \u0161a\u0161o alebo zab\u00e1va\u010d. Na rozdiel od in\u00fdch archetypov sa ob\u00e1va nudy a z ka\u017ed\u00e9ho okamihu sa sna\u017e\u00ed vy\u0165a\u017ei\u0165 maximum. U\u017e\u00edva si \u017eivot, je hrav\u00fd, z\u00e1bavn\u00fd, spolo\u010densk\u00fd a pozit\u00edvny<\/strong>. Zo zn\u00e1mych zna\u010diek, ktor\u00e9 k nemu inklinuj\u00fa, m\u00f4\u017eeme spomen\u00fa\u0165 napr\u00edklad Skittles, M&M’s, Old Spice a Budweiser.<\/p>\n

\"\u010do<\/p>\n

Milenec<\/h4>\n

V angli\u010dtine ozna\u010dovan\u00fd ako \u201clover\u201d. Jeho cie\u013eom je vytvori\u0165 osobn\u00fd a int\u00edmny vz\u0165ah. Zameriava sa na kr\u00e1su, zmyselnos\u0165 a l\u00e1sku<\/strong>. Pre ostatn\u00fdch sa sna\u017e\u00ed by\u0165 st\u00e1le atrakt\u00edvnej\u0161\u00ed a zauj\u00edmavej\u0161\u00ed. K zna\u010dk\u00e1m, ktor\u00e9 tento archetyp vyu\u017e\u00edvaj\u00fa, patria Victoria’s Secret, Ferrero Rocher, Chanel alebo Godiva.<\/p>\n

Hrdina<\/h4>\n

Ide o siln\u00fd a neboj\u00e1cny archetyp, ktor\u00fd sa sna\u017e\u00ed zlep\u0161i\u0165 svet. Niekedy m\u00f4\u017ee by\u0165 mierne arogantn\u00fd, no spravidla je \u010destn\u00fd, in\u0161pirat\u00edvny a odv\u00e1\u017eny<\/strong>. Pozorova\u0165 ho m\u00f4\u017eete na svetov\u00fdch zna\u010dk\u00e1ch ako s\u00fa Nike, BMW, FedEx, Adidas alebo Snickers.<\/p>\n

K\u00fazeln\u00edk<\/h4>\n

Zn\u00e1my aj ako vizion\u00e1r. Sna\u017e\u00ed sa dosiahnu\u0165 nemo\u017en\u00e9. Archetyp je charizmatick\u00fd, n\u00e1padit\u00fd a idealistick\u00fd<\/strong>. Hl\u00e1sia sa k nemu zna\u010dky ako Disney, Dyson, MAC Cosmetics alebo Polaroid.<\/p>\n

Rebel<\/h4>\n

Archetyp, ktor\u00fd poru\u0161uje pravidl\u00e1, je slobodn\u00fd a veci rob\u00ed v\u017edy inak. Medzi zna\u010dky, ktor\u00e9 ho vyu\u017e\u00edvaj\u00fa, sa radia Uber, MTV, Harley-Davidson a Greenpeace<\/strong>.<\/p>\n

Objavite\u013e<\/h4>\n

Ozna\u010dovan\u00fd aj ako prieskumn\u00edk. Nen\u00e1vid\u00ed nudu a k spokojnosti potrebuje dobrodru\u017estvo. Charakteristick\u00fd je zvedavos\u0165ou a nez\u00e1vislos\u0165ou. Inklinuj\u00fa k nemu zna\u010dky ako NASA, Jeep \u010di National Geographic<\/strong>.<\/p>\n

Mudrc<\/h4>\n

Archetyp je inteligentn\u00fd, odborn\u00fd, vplyvn\u00fd a m\u00fadry<\/strong>. Neust\u00e1le h\u013ead\u00e1 pravdu a m\u00e1 strach z klamstiev. K zn\u00e1mym zna\u010dk\u00e1m, ktor\u00e9 do\u0148 spadaj\u00fa, patria Google, BBC alebo The Times.<\/p>\n

Nevinn\u00fd<\/h4>\n

Pozit\u00edvny, o\u010daruj\u00faci a \u010destn\u00fd archetyp, ktor\u00fd sa sna\u017e\u00ed robi\u0165 len dobr\u00e9 veci. V\u0161imn\u00fa\u0165 si ho m\u00f4\u017eete v komunik\u00e1cii zna\u010diek Dove, Coca-Cola alebo McDonald’s<\/strong>.<\/p>\n

\"\u010do<\/p>\n

Ako zvoli\u0165 spr\u00e1vny archetyp?<\/h3>\n

V\u010faka spr\u00e1vne zvolen\u00e9mu brand archetypu si \u013eudia va\u0161u zna\u010dku zamiluj\u00fa a bud\u00fa sa k v\u00e1m ve\u013emi radi vraca\u0165<\/strong>. Jeho v\u00fdber v\u0161ak nie je tak jednoduch\u00fd, ako sa na prv\u00fd poh\u013ead zd\u00e1. Ide\u00e1lne je preto obr\u00e1ti\u0165 sa na odborn\u00edkov so sk\u00fasenos\u0165ami<\/a>.<\/p>\n

Ak by ste v\u0161ak chceli archetyp zna\u010dky predsa len zvoli\u0165 vy sami, do \u00favahy berte viacero<\/strong> faktorov<\/strong>. K nim sa radia hlavne z\u00e1kazn\u00edci (vek, pohlavie, z\u00e1ujmy) a samotn\u00e9 produkty \u010di slu\u017eby, ktor\u00e9 pred\u00e1vate.<\/p>\n

Archetyp by ste mali vybra\u0165 tak, aby v\u00e1m sl\u00fa\u017eil dlh\u0161iu<\/strong> dobu<\/strong>. V pr\u00edpade, \u017ee porastiete a nebude v\u00e1m u\u017e vyhovova\u0165, je ide\u00e1lne nepristupova\u0165 k radik\u00e1lnym zmen\u00e1m. Novozvolen\u00fd archetyp by mal by\u0165 podobn\u00fd tomu predch\u00e1dzaj\u00facemu, aby z\u00e1kazn\u00edci neboli zm\u00e4ten\u00ed.<\/p>\n

Okrem toho pam\u00e4tajte na to, \u017ee zna\u010dka v ur\u010dit\u00fdch \u0161pecifick\u00fdch pr\u00edpadoch nemus\u00ed ma\u0165 len jeden archetyp<\/strong>. Mnoh\u00ed pracuj\u00fa s dvomi, \u010di dokonca tromi. Tak\u00e9to rie\u0161enie je v\u00fdborn\u00e9 napr\u00edklad v situ\u00e1ci\u00e1ch, ke\u010f m\u00e1te z\u00e1kazn\u00edkov s ve\u013emi odli\u0161n\u00fdmi z\u00e1ujmami.<\/p>","protected":false},"excerpt":{"rendered":"

Psychol\u00f3gia je oblas\u0165, ktor\u00e1 prenik\u00e1 do takmer ka\u017edej sf\u00e9ry vr\u00e1tane marketingu. Ak chcete by\u0165 \u00faspe\u0161n\u00ed a vedie\u0165, \u010do z\u00e1kazn\u00edkom poskytn\u00fa\u0165, nesmiete ju ignorova\u0165. Obzvl\u00e1\u0161\u0165 d\u00f4le\u017eit\u00e9 s\u00fa v r\u00e1mci nej brand archetypy, ktor\u00e9 v\u00e1m zjednodu\u0161ia pl\u00e1novanie strat\u00e9gie aj sp\u00f4sob komunik\u00e1cie zna\u010dky. \u010co je archetyp a ako s n\u00edm pracova\u0165? \u010co je archetyp? Na to, aby ste […]<\/p>\n","protected":false},"author":2,"featured_media":41169,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[252,216,253,218],"class_list":["post-41162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-think","tag-archetyp","tag-brand","tag-brand-archetyp","tag-branding"],"yoast_head":"\n\u010co je to brand archetyp a pre\u010do by ste ho mali ma\u0165 zadefinovan\u00fd? - Monkeymedia<\/title>\n<meta name=\"description\" content=\"\u010co je to brand archetyp a pre\u010do by ste ho mali ma\u0165 zadefinovan\u00fd aj vy? 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