Abstract

DORNELLES, Sabrine  and  TENA, Daniel. The collective unconscious of the brand image. anagramas rumbos sentidos comun. [online]. 2011, vol.10, n.19, pp.89-107. ISSN 1692-2522.

This article shows an easy way to establish the meaning of a brand for several audiences. For this purpose, the article is focused on the collective unconscious based on the beliefs all human beings have about the gods of the Greek mythology. The study shows all details of meaning and richness of brands in this sense.

Keywords : Brand; meaning; collective unconscious; measurement.

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