Gucci is a brand that has been synonymous with luxury and elegance for over 100 years. The brand was founded in Florence, Italy in 1921 by Guccio Gucci. Over the years, Gucci has become a symbol of high-end fashion, with its signature double G logo and iconic designs.
But what brand archetype does Gucci embody? In this article, we will explore the various archetypes and determine which one best describes the Gucci brand.
Firstly, let’s understand what a brand archetype is. According to Swiss psychologist Carl Jung, archetypes are universal patterns of behavior that are present in the collective unconscious.
These archetypes are reflected in myths, stories, and symbols across cultures. In marketing terms, a brand archetype is a personality type that a brand embodies.
There are 12 main archetypes; Innocent, Explorer, Sage, Hero, Outlaw, Magician, Regular Guy/Girl (also known as Everyman), Lover, Jester (also known as Fool), Caregiver, Creator and Ruler.
After analyzing Gucci’s branding elements such as its logo design and advertising campaigns over the years along with its product quality and customer experience we can conclude that Gucci falls under the Ruler archetype.
The Ruler archetype is all about power and control. A ruler is authoritative and dominant; they establish order and set standards for others to follow.
They have high expectations of themselves and those around them. They often embody luxury elegance or exclusivity.
Gucci’s branding has always emphasized their exclusivity with its products being priced on the higher end of the spectrum compared to other brands in the market. The double G logo represents quality and exclusivity to customers worldwide.
The advertising campaigns for Gucci often feature famous models like Kendall Jenner or Harry Styles who represent power through their social status along with high-quality photography showcasing their products in an exclusive manner.
In conclusion, after analyzing Gucci’s branding, products, and customer experience, we can say that the brand archetype of Gucci is the Ruler. Gucci embodies luxury, exclusivity, and power, setting high standards for others to follow. This archetype has allowed the brand to maintain its status as one of the top luxury fashion houses in the world today.