Brand Archetypes

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Throughout the following post, we will look at Fanta and Orangina’s brand archetypes, by establishing the brand identity model of each soda brand.
This will help us analyze how the brands position themselves and how they differentiate from one another, since they are direct competitors on the Orange soda market in France.

Click on the charts below to get a close-up view !

Fanta’s brand anatomy model which helps understand its brand archetype

Fanta’s slogan “More fun less serious” shows how the brand positions itself

“Naturally Juicy” advertising campaign, by Orangina

Orangina’s brand anatomy model which helps understand its brand archetype

Sources :

http://www.coca-cola-france.fr/nos-boisson

http://www.oranginaschweppes.fr

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