A) Describe theBrand Personalityof your LEVI'S brand based on their use of color, logo, kind of advertising.

• a1) what is Brand ArchetypeandShadowcharacteristics?

Brand Personality Excitement DOWn to earth Daring Reliable Upper Class Outdoorsy Family-oriented Trending Hardworking Glamorous Glamorous Small Town Exciting SGCUFG Good looking Good looking Honest Spirited Intelligent Charming Tough Sincere Cool Technical Feminine Rugged Real Young Corporate Smooth Wholesome Imaginative Successful Original Unique Leader Cheerful Up-to-date Confident Sentimental Independent Friendly Contemporary Characteristics Sorcerer Magician - thought Shadow Characteristics hollow, dark, cowardly logical, analytical, insightful Sage - peace Patriarch - belief Hermit Dictator wise, visionary, mentoring dignified, authoritative, inspirational isolated, lonely, irrelevant repressive, close-minded, unforgiving Matriarch - order THOUGHT Angel - dreams Hag Orphan organized, systematic, controlled optimistic, innocent, pure stingy, messy, crotchety abandoned, vulnerable, frightened Mother Earth - body Enchantress - soul Shadow Mother Shadow Witch stable, genuine, nurturing EMOTIONS mysterious, sensual, tempting bloated, immobile, self-absorbed cold, vain, selfish Queen - being Actress - feelings Slave Addict relaxed, comforting, sociable glamorous, dramatic, involved oppressed, tormented, despondent ENERGY wounded, jealous, tragic Warrior - ego Troubadour - joy Destroyer Idiot confident, powerful, heroic Jester - spirit joyous, free-spirited, agile angry, aggressive, destructive silly, dimwitted, goofy willy, resilient, daring Trickster tricky, phony, scheming