USING THE CARL GUSTAV JUNG ARCHETYPES IN POSITIONING OF THE TERRITORIAL BRANDS
The article examines the theoretical and methodological issues of application of Jung’s archetypes to create a strong and stable position of the territorial brands in the eyes of different target audiences. From the author point of view, in search of inspiration for creating brand concepts it is appropriate to refer to the idea of using archetypes by Dr. Jung, which ensures continuity and consistency of the translated position of the territorial brand. The author offers own classification of archetypes territories brands, dividing them into four groups: archetypes of capitals and centers; archetypes of provincial cities; archetypes of «significant places» and archetypes «conquered territories». In addition, the article provides a transcript of the individual characteristics of each of the archetypes and examples of existing or potential use of the archetypes of all four groups in the current practice of the Russian regional branding.