Transforming cultural heritage into modern marketing narratives: A thematic analysis of HEPA Coffee’s brand archetypes through a Gen Z perspective

Öz

This study examines the brand identity constructed by HEPA Coffee through the figure of Puduhepa and investigates how this narrative is perceived by Generation Z. Adopting a qualitative methodology, the research involved in-depth interview with brand founder and focus group discussions with Gen Z participants. The findings indicate that the brand is strategically structured around the Ruler and Hero archetypes, and that the figure of Puduhepa functions as a potent narrative element. However, from the perspective of Generation Z, while authenticity (Innocent archetype) now corresponds to a baseline expectation, a more mysterious and symbolic (Magician archetype) visual language is demanded. The research demonstrates that visual narrative consistency and digital micro-narratives play a critical role in transforming cultural capital into an effective brand experience.

Anahtar Kelimeler

• brand archetypes
• brand identity
• puduhepa
• brand storytelling
• generation z

Kültürel mirası modern pazarlama anlatılarına dönüştürmek: Z kuşağı bakış açısıyla HEPA Coffee’nin marka arketiplerinin tematik analizi

Öz

Bu çalışma, HEPA Coffee’nin Puduhepa figürü üzerinden inşa ettiği marka kimliğini ve bu anlatının Z kuşağı tarafından nasıl algılandığını incelemektedir. Nitel araştırma tasarımında marka kurucusuyla derinlemesine mülakat ve Z kuşağı katılımcılarıyla odak grup görüşmeleri gerçekleştirilmiştir. Bulgular, markanın stratejik olarak Hükümdar ve Kahraman arketipleri etrafında kurgulandığını ve Puduhepa figürünün güçlü bir anlatı unsuru olarak işlev gördüğünü ortaya koymaktadır. Bununla birlikte, Z kuşağı açısından doğallık (Masum arketipi) artık temel bir beklenti düzeyine karşılık gelirken; daha gizemli ve sembolik (Sihirbaz arketipi) bir görsel dil talep edilmektedir. Araştırma, kültürel sermayenin etkili bir marka deneyimine dönüşebilmesi için görsel anlatı tutarlılığı ile dijital mikro-anlatıların kritik bir rol oynadığını göstermektedir.

Anahtar Kelimeler

• marka arketipleri
• marka kimliği
• puduhepa
• marka hikâye anlatıcılığı
• z kuşağı.

Kaynakça

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