Samenvatting

Aimforthemoon, a collective of young entrepreneurs who start ventures and carry out business development projects for experience entrepreneurs, was looking for an effective and focused brand identity as a way to structure their marketing and communication strategy.
Using the archetypal theory of Carol Pearson, Hugh Marr & Margaret Mark, the main objective of this thesis was therefor to gain insight into the archetypal profile of their target group, to eventually come to an ideal brand identity for Aimforthemoon.
This led to the following research question:

What is the archetypical profile of people between the ages of 20 and 35, with a high intention of becoming an entrepreneur?


This question is answered by using both desk and field research. During the desk research the first four sub-questions were answered. First, the concept and definition of archetypes was looked into (broad emotional, cognitive and behavioral styles of character). Secondly, entrepreneurial intention and the ways to measure it were studied (The Entrepreneurial Intention Model was founded to be the ideal measuring method). The objective of the third sub-question was to find out what were the six most common characteristics of people with a high entrepreneurial intention (Risk-taking propensity, Need for achievement, Need for autonomy, Self-efficacy, Internal locus of control, Tolerance for Ambiguity). The fourth question compared the characteristics found in the previous sub-question to the twelve archetypes used by Pearson and Mark (2001). This resulted a preliminary archetypal profile of the target group of Aimforthemoon.


The field research part of this thesis shows the relationship between having a high entrepreneurial intention and a person’s archetypal profile (the fifth sub-question). A survey was used consisting mainly of two parts. The first part used the seventy-two 5-point Likert scale questions developed by Pearson & Marr (2003) to measure the archetypal profile of the respondents and the second part consisted of six 7-point Likert scale questions developed by Liñán en Chen (2006) to measure the entrepreneurial intention of the respondents.
Over the source of six weeks, 239 respondents took part in this survey and the results of 234 respondents were actually used. The processing of the results, in combination with the insights gathered during the desk research resulted in the following answer to the research question of this thesis:

The archetypical profile of people between the ages of 20 and 35, with a high intention to become an entrepreneur:
• The archetype that is most dominantly present in the lives of people between the age of 20 and 35 with a high intention to become an entrepreneur is the Hero. On a lower level the Creator is also of influence.
• The archetype that is least presents in the lives of this group of people and against which this group might actively oppose itself is the Everyman archetype
• The archetypical quadrant that most effectively represents the main need of this group is the Ego quadrant. On a lower level the Order quadrant is also of affect, mainly because of the influence of the Innocent archetype.


The advice part of this thesis elaborated on the profile and presented a more thorough view on the main aspirations, ambitions and fears of the target group of Aimforthemoon. These aspects were eventually translated to a proposal of a brand identity in the form of a ‘brand booklet’. This booklet is made up of three parts: the Brand Soul, the Brand Story and the Brand Substance.