Branding
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Brand Archetypes Defined

Brand Archetypes Defined | Branding | Scoop.it
Whereas the brand personality uses adjectives to describe the brand as if it were a person, the brand archetype, based on Jungian archetypes, indicates the brand’s driving force or motivation. Several books describe brand archetypes.
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Branding Strategy Insider | The Vital Difference Between Brand And Identity

Branding Strategy Insider | The Vital Difference Between Brand And Identity | Branding | Scoop.it
Brands have to work to help consumers to make choices. They need to stimulate recognition, preference and loyalty based on interaction and clear senses of expectation and delivery. Therefore you need to have both choice and competition available.

Via Alicia Rodriguez Ruiz
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Branding Strategy Insider | Brand Name Change Considerations

Branding Strategy Insider | Brand Name Change Considerations | Branding | Scoop.it
When considering what name to use post-merger, the key question is, What name will be most advantageous for us? First, shorter is better because it is easier to remember. If the name is long, people will likely shorten it in the most intuitive way.
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