(Universidad Icesi, 2014-01-01) Villegas Gómez, Juliana; Ceballos, Lina María
Archetypes have emerged as a powerful tool for defining brand personality, and are especially useful
in the marketing of fashion brands. The present study aims to determine the use of archetypes as a
brand management tool in Colombian fashion companies. It also presents the perception of this tool, and
identifies motivators and barriers for its implementation. A total of 16 in-depth interviews were carried
out, mostly with fashion businesses that are implementing or wish to implement archetypes. Colombian
fashion brand managers present various motivations for using the tool, however, the use of archetypes
is limited, and has many obstacles for its implementation.
