Pozdnyshev, YevhenПозднишев, Євген В’ячеславовичПозднышев, Евгений Вячеславович2019-11-072019-11-072013Pozdnishev E. Archetypes in the process of image-making and brandmaking of sporting goods and services / Evgeniy Pozdnishev // Journal L´Association 1901 “SEPIKE” / [redaktion: A. Gałkowski et al.]. – Osthofen, Deutschland ; Poitiers, France, 2013. – Ausgabe 3. – P. 211–214.2196-9531https://ir.kneu.edu.ua:443/handle/2010/31309The author investigates the connection of eight basic archetypes with twenty most popular sports. The role of these archetypes in the image-making and brand-making of the most popular sports has been shown. The purpose of this scientific research is to establish the presence or absence the connection between the concrete archetypes and concrete sports. This problem hasn't been discussed in the scientific literature before.enadvertisingarchetypeimagebrandsportssporting goods and servicesArticle