BRAND ARCHETYPES AS ILLUSTRATED BY A KRAKOW SCHOOL OF HIGHER EDUCATION
Gabriela Handziak, Bartosz Kaczmarczyk
The aim of the article is to introduce issues related to brand archetypes and discuss their use in marketing. The issues were based on the general theory of archetypes by Carl Gustaf Jung from the early 20th century. The article also presents the results of the authors’ own research on the brand archetypes of the School of Banking and Management in Krakow. The quantitative research examined how respondents perceive the college’s brand as internal recipients, which allowed for matching the appropriate brand archetype to the college by interpreting the respondents’ responses.
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