University of Twente Student Theses


Who is your brand? To what extent can brand archetypes be transferred into a suitable corporate visual identity concerning the Dutch banking industry?

Bruggert, S.F.C. (2011) Who is your brand? To what extent can brand archetypes be transferred into a suitable corporate visual identity concerning the Dutch banking industry?

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Abstract:Because of overloading communication, information and a damaged image, it seems to be hard for the financial services industry to transfer an effective message to their stakeholders. Brand positioning might be a helpful instrument for an organization to effectively communicate to these stakeholders. By the help of brand positioning, an organization is able to communicate a specific message, which in turn can lead to an advantage over competitors, because of a filled category (position) in a stakeholders mind. In order for a brand to build a stronger relationship to stakeholders, the brand needs to attain more personality. The so-called Jungian ‘archetypes’ are able to provide this enhanced personality. A position of a company can be empowered by archetypes by giving more direction to the corporate identity (personality). An identity of an organization can be visualized through corporate visual identity (CVI). In an ideal setting, CVI visualizes the brand positioning of an organization. Based on the latter subjects, this research aims to provide an answer to what extent archetypes can be transferred into a suitable CVI of organizations in the Dutch banking industry. This research is performed by a mixed method approach, whereby two studies are conducted. The first study consists of (expert) interviews and a corporate identity analysis by the help of archetypes among stakeholders of banks. Secondly, a questionnaire is performed to analyze brochures of Dutch banks (ABN AMRO, Rabobank and SNS Bank). This study aims to provide guidelines for the relation of brand archetypes theory to CVI. Based on the results of this study, brand archetypes can be linked to Dutch banks. It is important for an organization to show a single archetype on the long-term. On a short-term organizations can utilize multiple archetypes of the archetypes quadrant in order to maintain the brand vital and dynamic. Furthermore, archetypes linked to the CVI element photography seem to be able to create a stronger corporate identity for various Dutch banks. This is especially the case for ABN AMRO and SNS Bank. The CVI elements concerning figurative meaning and the use of color also seem to benefit a stronger corporate identity. It can be carefully stated that CVI including round shapes and low contrasts better fit the archetype quadrant Caregiver, Everyman and Innocent than the Ruler archetype. The findings of this research can motivate marketing and communication specialists to use the theory of archetypes. Namely, archetypes are rich in inspiration, timeless, universal, and easily recognized, such that it is possible to build a unique, consistent and consequent brand. Currently, few marketing and communication specialist are exploiting the theory of archetypes. This can provide innovative opportunities for marketing. Indeed, the ultimate goal of this branch is developing a stronger relationship with stakeholders.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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