Archetypal Brand Building based on Demeter:
Conceptualization, Development and
Implementation
Sarah Mirzee and Babu P. George

Introduction
Managing a brand has been an odd concept, at least partially due to the abuse of the term brand management. A lot of companies started to rechristen their brand managers to brand advocates. In today’s world, brands are the basis of reputation and are also some of the greatest assets of companies. They are more in connection with consumers, not the sales force or other departments. Many companies still segment their target markets based on demographics or psycho-graphics patterns while the potential of archetype based branding has not been exploited to the fullest extent. Studies show that deeply meaningful bonding can be created with archetypes in the minds of consumers –  irrespective of their nationality, their age, their social grade, and so on.