A criação de identidade de marca a partir de um arquétipo de comunicação: um estudo de caso com os jogadores Cristiano Ronaldo, Messi e Neymar

Abstract

This article aims to verify how sports brands can create identity from a communication archetype. It is assumed that, currently, soccer players, by their digital presence, are also configured as brands and must therefore communicate strategically from a positioning. The study takes as its theoretical basis the work of Mark and Pearson (2001) who, based on the archetypal definitions of Carl Jung for analytical psychology, adapted sets of behaviors and positioning in twelve archetypes of communication, which can be used by brands as enhancers of their image. To characterize this premise, it was chosen as multiple case study object the three players with the largest number of followers on the Instagram platform in 2020: Cristiano Ronaldo, Messi and Neymar. Through a qualitative methodology, we used the content analysis technique to verify the official accounts of the three players. The analysis took place between October 16, 2020 and January 16, 2021. Under the light of this methodological design, we identified the incidence of archetype use in the messages of the three athletes during the researched period, revealing a dominant and a secondary archetype of each player who is part of the study. From the evidence of the results, it is expected that this axiom, which demands a coherence of behavior and positioning in the digital platforms of soccer players, through communication archetypes, can be deepened in new studies.