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Consequently, the archetypes mark a series of emotional and behavioral buy email list that determine the way of processing sensations, images and perceptions. So far the number of archetypes is indefinite; however, 12 different archetypes have been established which have been the most prevalent and important . These were not developed to label, but marketing has been able to use them as an excellent means of consistently transmitting the values of a brand. Jung's archetypes have turned out to be quite effective in the process of creating brand personality, since buy email list them you can establish a strong emotional connection with the target audience, which is unconsciously influenced by the archetypes.