Analyzing Brand Personality of Premium Cat Food Using Brand Archetype Approach
Keywords:
brand personality, brand archetype, premium cat food, brand communication, semiotic analysisAbstract
This study aims to analyze the brand personalities of premium cat food brands in Thailand using Jung's brand archetype framework. We adopt a qualitative content analysis combined with semiotic analysis to examine three sources of brand marketing materials: brand websites, product packaging labels, and official Facebook pages from three premium cat food brands in Thailand. The findings reveal that all three brands share three primary brand archetypes: the Sage, the Caregiver, and the Creator. However, the frequency and emphasis of these archetypes vary across brands, shaping distinct brand personalities and communication styles. Additionally, each brand adopts different secondary archetypes, further differentiating their identities despite operating within the same premium market segment. The study also finds that all three brands align their brand communication strategies with their respective visions and missions. This study concludes by discussing theoretical and practical implications and offering recommendations for future research.
References
Asiyah, N., Umam, R. K., & Sartika, Y. (2022). An analysis of branding at Islamic universities using mark and Pearson’s archetypes. Lensa: Kajian Kebahasaan, Kesusastraan, Dan Budaya, 12(2), 282. https://doi.org/10.26714/lensa.12.2.2022.282-303
Bechter, C., Farinelli, G., Daniel, R. D., & Frey, M. (2016). Advertising between archetype and brand personality. Administrative Sciences, 6(2). https://doi.org/10.3390/admsci6020005
Broek, N. (2014). The visualization of archetypes through the use of colors in logos.
Retrieved February 10, 2023, from https://essay.utwente.nl/64830/1/Broek%20uit%20het%20Niels%20-s%200171115%20scriptie.pdf
Caldwell, M., Henry, P., & Alman, A. (2010). Constructing audio-visual representations of consumer archetypes. Qualitative market research, 13(1), 84–96. https://doi.org/10.1108/13522751011013990
Chandrasapth, K., Yannopoulou, N., & Bian, X. (2022). Good fortune and its influence on B2B relationships: The case of the Mae Manee money solution campaign in Thailand. Industrial marketing management, 101(October), 223–237. https://doi.org/10.1016/j.indmarman.2021.12.005
Chen, H., Papazafeiropoulou, A., Chen, T. K., Duan, Y., & Liu, H. W. (2014). Exploring the commercial value of social networks. Journal of Enterprise Information Management, 27(5), 576-598. https://doi.org/10.1108/JEIM-05-2013-0019
Cornacchione Ross, J., Lazard, A. J., Hedrick Mckenzie, A., Reffner Collins, M. K., & Sutfin, E. L. (2023). What Cigarillo companies are putting on Instagram: A content analysis of Swisher sweets’ Marketing from 2013 to 2020. Nicotine and Tobacco Research, 25(4), 755–762. https://doi.org/10.1093/ntr/ntac255
College of Management, Mahidol University. (2023). Petsumer Marketing. Retrieved
February 1, 2023, from https://www.cm.mahidol.ac.th/web/about/more-about/archieve-news?view =article&id=108&catid=11
Dominici, G., Tullio, V., Siino, G., & Tani, M. (2016). Marketing archetypes: Applying Jungian psychology to marketing research. Journal of Organisational Transformation and Social Change, 13(2), 109–122. https://doi.org/10.1080/14779633.2016.1192809
Faber, M. A. R. to archetypes in media: T. some accounting for taste, & Mayer, J. D. (2009). Resonance to archetypes in media: There’s some accounting for taste. Journal of Research in Personality, 43(3), 307–322. https://doi.org/10.1016/j.jrp.2008.11.003
Flick, U. (2018). The SAGE handbook of qualitative data collection. Los Angeles: Sage UK Inc.
Frank, M., & Gilovich, T. (1988). The dark side of self- and social perception: Black uniforms and agression in professional sports. Journal of personality and social psychology, 54(1), 74.
Freathy, P., & Thomas, I. (2015). Marketplace metaphors: communicating authenticity through visual imagery. Consumption Markets and Culture, 18(2), 178–194. https://doi.org/10.1080/10253866.2014.968756
Freire, A. N. (2014). When luxury advertising adds the identitary values of luxury: A semiotic analysis. Journal of Business Research, 67 (12), 2666–2675. https://doi.org/10.1016/j.jbusres.2014.04.004
Ganassali, S., & Matysiewicz, J. (2020). Echoing the golden legends: storytelling archetypes and their impact on brand perceived value. Journal of Marketing Management, 37(5–6), 437–463. https://doi.org/10.1080/0267257X.2020.1831577
Johnson, D. & Chamberlain, L. (2020). Color Psychology. Retrieved February 17, 2023, from https://www.infoplease.com/culture-entertainment/art-architecture/color-psychology
Jung, C. G. (n.d.). On the Psychology of the Trickster-Figure.
Jung, C. G. (1959). The archetypes and the collective unconcious. Routledge and Kegan.
Hill's. (2025). Our Company. Retrieved January 27, 2025, from https://www.hills.co.th/about-us/our-company
Hwang, S. (2017). Story in branding: The difference in brand archetypes between
Western and Asian tech brands. (Based on Carl Jung’s 12 Archetypes Model).
(Master's thesis) Science in economic and business administration, Aalto University.
Kantar. (2022). Report: Thailand pet food market trends. Retrieved February 1, 2023, from https://www.kantarworldpanel.com/th/news/2022-Thailand-Pet-Food-Market-Trends
Karimova, G. Z., & Goby, V. P. (2020). The adaptation of Anthropomorphism and archetypes for marketing artificial intelligence. Journal of Consumer Marketing, 38(2), 229–238. https://doi.org/10.1108/JCM-04-2020-3785
Kelsey, D. (2017). Media and affective mythologies : discourse, archetypes and ideology in contemporary politics. Palgrave Macmillan.
Kelsey, D., Yannopoulou, N., Whittle, A., Heath, T., Golossenko, A., & Soares, A. M. (2023). The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising. Marketing Theory, 23(1), 141–162. https://doi.org/10.1177/14705931221141732
Kucuk, S. U. (2015). A semiotic analysis of consumer-generated antibranding. Marketing Theory, 15(2), 243–264. https://doi.org/10.1177/1470593114540677
Maidment, A. (2021). Brand Archetypes. Retrieved January 20, 2023, from
https://marchbranding.com/design-insight/brand-archetypes
Mark, M., & Pearson, C. (2001a). The Caregiver.
Mark, M., & Pearson, C. (2001b). The Magician. http://ebookcentral.proquest.com/lib/ncl/detail.action?docID=6254937.
Mark, M., & Pearson, C. (2001c). The Regular Guy/Gal. http://ebookcentral.proquest.com/lib/ncl/detail.action?docID=6254937.
Mick, D. G. (1986). Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance. Journal of consumer research, 13(2), 196. https://doi.org/10.1086/209060
Morales, M. (1995). Uses of qualitative/quantitative terms in social and educational research. Quality & quantity, 29(1), 39–53. https://doi.org/10.1007/BF01107982
Onel, N., Mukherjee, A., Gupta, S., Kreidler, N. B., Keech, J., Díaz, E. M., Wang, Q., Furchheim, P., & Murdock, M. R. (2018). Tell me your story and I will tell you who you are : Persona perspective in sustainable consumption. Psychology & marketing, 35(10), 752–765. https://doi.org/10.1002/mar.21132
Oswald, L. R. (2012). Marketing semiotics. New York: Oxford University press Inc.
Pera, R., Viglia, G., & Furlan, R. (2016). Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation. Journal of Interactive Marketing, 35(1), 44-55. https://doi.org/10.1016/j.intmar.2015.11.00
Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing theory, 4(1–2), 113–136. https://doi.org/10.1177/1470593104044089
Purina ONE. (2025). Meet Purina. Retrieved January 27, 2025, from
https://www.purina.co.th/meet-purina
Royal Canin. (2025). About Us. Retrieved January 27, 2025, from https://www.royalcanin.com/th/about-us
Sabanovich, A. (2008). Designing with color. San Luis Obispo, CA: California Polytechnic State University Press.
Sahin, S. (2017). Reflections from a Collectivist Culture: A Qualitative Analysis on Archetypal Characters. Retrieved February 11, 2023, from https://www.internationaljournalcorner.com/index.php/ijird_ojs/ article/view/128831
Tsai, S. P. (2006). Investigating archetype-icon transformation in brand marketing. Marketing Intelligence and Planning, 24(6), 648–663. https://doi.org/10.1108/02634500610701708
Woodside, A. G. (2010). Brand–consumer storytelling theory and research: introduction to a psychology & marketing special issue.
Psychology & marketing, 27(6), 531–540. https://doi.org/10.1002/mar.20342
Woodside, A. G., & Megehee, C. M. (2009). Travel storytelling theory and practice. Anatolia, 20(1), 86–99. https://doi.org/10.1080/13032917.2009.10518897
Woodside, A. G., Persing, A., Ward, B., & Decotiis, A. R. (2018). Advertising archetypes ’ impact on physician engagement and behavior in the context of healthcare products. Psychology & marketing, 35(7), 533–541. https://doi.org/10.1002/mar.21104
Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97–145. https://doi.org/10.1002/mar.20203
Woodside, A. G., Sood, S., & Muniz, K. M. (2013). Creating and interpreting visual storytelling art in extending thematic apperception tests and jung’s method of interpreting dreams. Advances in culture, tourism and hospitality research
pp. 15–45). Emerald Group Publishing Limited. https://doi.org/10.1108/S1871-3173(2013)0000007005
Xara-Brasil, D., Miadaira Hamza, K., & Marquina, P. (2018). The meaning of a brand? An archetypal approach. Revista de Gestao, 25(2), 142–159. https://doi.org/10.1108/REGE-02-2018-0029
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Innovative Business Management Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับตีพิมพ์เป็นลิขสิทธิ์ของวารสาร..... depend on policy
