Brand Archetype: Using the theory of archetypes for marketing communication of companies in Kazakhstan

Abstract

This work is devoted to the study of brand archetypes and their use in the marketing strategies of companies in Kazakhstan. A literature review was conducted on what archetypes are, their use in marketing, as well as different marketing strategies that already exist and use brand archetypes in their work. The purpose of this research was to determine how companies in Kazakhstan use archetypes in their marketing communications, as well as to determine the difference in strategies between the hotel industry and mobile operators. After the literature review, a methodology design was conducted.To identify the results of the study was conducted a qualitative research method, i.e. interviews with marketing experts of the selected companies. The research revealed which of the selected companies use archetypes in their marketing communications and which do not, as well as exactly how the two different spheres of companies distinguish between each other. This study will help determine the relevance of brand archetypes in Kazakhstan, how common they are among marketing managers, as well as how they influence the marketing strategy as a whole, and whether they influence it at all. In this regard, we decided to study companies from the inside and conduct interviews with people who create this strategy. The interview questions included information about the company as a whole, the target audience, what channels they use for marketing, values, and whether they know about archetypes and use them in their strategies. According to the results of the study, it was found that regardless of the industry, the theory of archetypes is partly relevant in Kazakhstan, as well as the fact that companies may not consciously use archetypes, using the same marketing tools.