Brand Archetypes Of Volvo, BMW, Mercedez-Benz and Jaguar

Every famous brand has a specific archetype which is one of the 12 archetypes. This idea also refers to brands like Volvo and BMW, Jaguar and Mercedes-Benz. What are the main marketing and branding tactics they use for their success? The secrets are hidden below the archetypal branding logics. What are the archetypes of Volvo, BMW, and Mercedes and Jaguar?

Volvo brand archetype.

Volvo is a brand that tries to give people safety. Their cars claim to be the safest ones in the world. A lot of commercial emphasize this feature, tens of videos are created where Volvo cars are crashed and nothing happened to people who were inside the car. And this is obvious that Volvo brand archetype is Caregiver brand archetype.
Volvo began investing in safety decades ago, in 1959 they created the model PV544, this was the first car where safety was crucial. Volvo was the brand that invented seatbelt, they were first to present child safety seat.

So what does the Caregiver Archetype represent?
The desire of the archetype is to protect people from harm. The goal of the archetype is helping others and the strategy is to do things for others. The archetype has the gifts of compassion and generosity and it values trust, stability, and altruism.

How does the Caregiver archetype communicate with customers?
Caregiver brands tell us that they see someone in need. They marketing the idea of caring and nurturing one’s dependant. They promote the idea of balancing self-care and care for others. Another idea is altruism, a concern of a larger world.

Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.

1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.

The social media appearances of Volvo brand.

The following post is about a little girl who sits on a child seat. Volvo reminds us that they were the first car brand that created and produced a child safety seat. Volvo gives care not only to mature people, but they also care for little children.

These guys left their car and now walking towards someplace. The comment of the post is the 4th of us. The car is not only their transportation mean, but it is also their friend, it is one of them. A fine means a person, who cares and loves you, just like the Volvo car.

The commercial examples of Volvo car.

What kind of truck is the Volvo truck? No bad thing can happen to them. They can drive even oblique for 100 meters and nothing will happen. The trucks are safe and they are the best ones. Volvo claims the idea every time.

The following commercial is about the new Volvo SUVs. Wonderful wedding scenery is presented here. How the groom gives the ring to the bride. And the parents are very excited. The mother of the groom looks as at her husband with a caring and helping look. Maybe she remembers the times when they were married.

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Mercedez-Benz brand archetype.

Mercedez-Benz is a car that gives people confidence. They present a noble direction of cars. Whoever drives the car feels that they are in a specific high-class group and deserve more than just an ordinary car. So what is the brand archetype of Mercedez-Benz?

The answer is the Ruler brand archetype.

The slogan of the brand is “The best or nothing”. And it’s true that they go an the extra mile for the quality. They really create cars that last long and give people the luxury feel even during hard times they did excellent work and maintained the status of fantastic car producers.

What does the Ruler brand archetype represent?
The desire of the archetype is to control. The goal of the archetype is to create a successful family and community. So the strategy of the brand is to exert leadership. With the gifts of responsibility and leadership the ruler values taking control, power, responsibility, patriotism, propriety, etc.

How does the ruler archetype communicate with customers?
The first message that the ruler archetype gives is about lack of harmony and resources that a person has and call users to action. Another message that Ruler gives is to take the responsibility of the state of your own. If you are in a bad situation, the only person who is guilty is you.

Let’s look at the social media appearances of Mercedes-Benz.

The girl is very self-confident. It is obvious that she is a traveler and she has also the best car in the world. That is why she is very proud and elegant. Mercedes-Benz gives us confidence and elegance.

Mercedez G class is a total ruler. The legendary model is produced already for several decades and every time it conquers new markets and presents the brand in a new way. The car is the king of off-roads and for people who like to show their power.

Here are some commercial examples of the brand.

Some specialists are moving the chicken. At first glance, it is a totally absurd and funny commercial. The add shows that whatever we do with chicken, in the end, its head will remain stable like the cars of Mercedes Benz. Their cars are the most stable ones while driving and overcoming obstacles.

Here is another catching commercial of the car. A Man with luxurious suits is driving the car and next to him a death angel comes and tells that it is the end and the car is going to crash, but the driver managed to break and was saved. He began trolling the death angel. Here is another entertaining and funny commercial from Mercedez-Benz.

Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.

1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.

The brand archetype of BMW.

BMW always boasts for their sporty and speedy cars. Their drivers are people who want to excel in the streets with their speeds not for luxury. It is like a cheap supercar that we can find in every street and their drivers feel that they are owners of great supercars. It is obvious that the archetype of the car is Hero. It makes their customers feel the one, the real heroes.

In 2012 Bmw was listed number 1 as the most reputable car in the world. It is ranked by the journal, Forbes. The ranking is based upon the customer willingness to buy, recommend to work for or invest in the company. So what is hidden under the successful branding?

What does Hero archetype represent?
The desire of the archetype is to prove itself through courageous and difficult actions. The goal is exerting mastery in a way that improves the world. The strategy of the archetype is to become strong, competent and powerful. With the gifts of competence and courage the archetype values energy, focus, discipline, ambitiousness.

How does the Hero archetype communicate with customers?
Brands call customers to defend people who are in danger. Also, they speak about someone can abuse or intimidate you. The archetype encourages to develop boundaries, competence, mastery. The brands suggest users become soldiers and do duties for families and communities. It’s time the user should use its strength, competence, and courage to make a difference in a larger world.

Social media appearances of BMW.

The BMW car is all alone in the wood and it is almost a sunset. The car does not afraid of being alone in the forest and even it is the wildest animal there. The M series are masters and competent cars. They are fast and dangerous cars. a

Here is another sports car from BMW. Here we see the red color in front of a BMW car which is used in many models. The sports cars mainly have the hero archetype. And the following model is an example. A little aggressive, little arrogant and competent. This is a BMW car.

A commercial example of BMW.

The following commercial presents the car as a bullet. The car is shot and it breaks the apple. Just like a bullet. The commercial begins with the car accelerating in a wild way. The BMW car is a bullet, it breaks everything, it fast and dangerous.

The following commercial is a funny one. The lady gets out of the car in a very uncomfortable way and the commercial says that is too uncomfortable. The slogan says that with BMW everything is too much. If it’s not comfortable it is too much if it is fast, it is too much.

The brand archetype of Jaguar.

Jaguar is a British sports car which is famous for combining 2 great factors. The phenomenon of the luxury sedan and 2nd phenomenon of highly competitive sports car. The car is an idol for many users, who like to buy a luxury car with accessible prices. The prime minister of Uk David Cameroon used to have Jaguar as a service car. So what is the archetype of this phenomenon?

The answer is “The lover brand archetype”.

What is the Lover Brand archetype?
The desire of the archetype is experiencing sensual pleasure. The goal of the archetype is being in relationship with surroundings, with people they love and so on. The archetype has a specific strategy of becoming more and more attractive physically and emotionally. With the gifts of passion, gratitude and commitment Lover values beauty, sensual appeal, sensitivity, and love.

How does the lover archetype communicate with their users?
Their main messaging is about seduction, falling in love with an idea or a person. Another message is about seeking for great romance and sex. Then the Lover encourages us to follow our bliss and commit to ones or the ideas we love. Moreover the archetype messages about spiritual love, and extasy.

Let’s look at the archetype with examples of social media posts.

The mood of the pic is so romantic, the car crosses the bridge during the sunset. What a romantic mood, just like the mood that the car has. This is a romantic car and it also needs to be loved. The car owner should adore it so much.

Another romantic pic with Jaguar. The girl is in front of the car. There are the whole bunch of pics where 2 cars are in front of each other. Here the car is in front of a girl. So the Jaguar car is like a girl that must be loved.

Here are 2 commercial examples of Jaguar.

The following commercial shows a jaguar animal running with car. Whenever you start the car the animal begins running in a wild way. It also crossed a loving couple in a square. Jaguar is aggressive, it has an aggressive love.

Here is Lana del Ray. A singer of love and passion. During the commercial, Lana sings and a Jaguar car is driven fast in the roads. “Burning desire” is written on the commercial. Jaguar is an incarnation of burning passion and desire. It is an incarnation of love.

Overall it is obvious that the 4 cars have done their marketing based on archetypal branding. Everybody knows that BMW is fast and sporty car which like driving winners. Mercedez Benz is for people who like to rule, to be the first. Instead, Volvo gives care to everybody. it concerns about us that’s why it created the safest cars in the world. Jaguar is your loving mate, you should adore the car if you want to have one.

You can look at the other case studies of the brand in the blog. Articles about brand archetypes of Apple, Starbucks, Nike are located in the category pages of the blog.