A case study of personalization sciences in three dimensional brand character design

Today, the concept of brand personality created by brands to differentiate is of great importance in terms of sustainability and sustainability of the brand. Communication of the brand personality with the target audience affects the success of the brand. The universal archetypal approach of Jung, which is used to create brand personality, has gained importance in the beginning of 2000s by combining motivation theories in creating brand personalities. The way in which characters are designed to help position the brand correctly is the basis of brand communication. The basic process in designing brand characters is to investigate consumer expectations and to design the character that best meets these expectations. The purpose of this study is to analyze the brand archetypal characters that make up the brand personality and to design a character suitable for the archetypal approach of a chosen brand. In the research, the concepts of brand personality and archetype are examined, and the problems related to archetypes used in brand character design and design elements in brand character are discussed. The characters of the selected brands were analyzed and analyzed. The archetypal character design process of a brand selected in the application part of the research was designed in accordance with the findings obtained and shown in detail.