Psychological Typology of Archetypes in Forming the Brand of an Agroholding: from Internal Identity to Public Image

Abstract

The article examines the psychological typology of archetypes in the formation of agroholding brands as a tool for building emotional connections with consumers and achieving differentiation in competitive markets. The relevance of applying archetypal models in contemporary brand management of agricultural companies is substantiated in the context of increasing global competition, digital transformation of communication, and changes in stakeholder interaction. The study analyzes approaches to the use of archetypes in shaping a brand’s internal identity and public image, as well as their role in the development of corporate culture, marketing communications, and strategic brand management. It is established that the implementation of archetypal models in the brand management practices of Ukrainian agricultural companies remains fragmented and insufficiently adapted to regional cultural contexts, which creates risks of brand inauthenticity and loss of stakeholder trust. The findings demonstrate that effective application of archetypes requires an integrated approach combining psychological, marketing, and managerial perspectives. Particular attention is given to the development of hybrid archetypal models, the use of open communication platforms, and the integration of neuromarketing tools into brand strategies. Directions for improving archetypal branding practices in the agricultural sector are proposed through the development of national archetypal frameworks, professional training initiatives, and the adaptation of international brand management approaches to the cultural and regional characteristics of Ukraine.