Features of building brand identity based on the theory of archetypes on the example of a language school

This article provides an overview of the archetype system developed by M. mark and K. Pearson. A study was conducted to find out which archetype the Don't Speak language school belongs to and how the presence of an archetypal personality affects customer loyalty. Practical recommendations for maintaining the brand image of the Don't Speak school based on the Jester archetype and General recommendations for the foreign language learning market are given.