Study on classification of personality-based brand archetype from the perspective of internet

Due to the rapid development, Internet has become the main field for brand building. Under this circumstance, the image of the brand is always consistent with the consumers´ perception. Therefore, this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet. The results find that 12 brand archetypes, including caregiver, sage, hero, innocent, dominator, creator, vitality, explorer, stylish woman, lover, cooperator, and vogue gentleman, have a high degree explanation. Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.