We added Freud’s heritage and contemporary research e.g. Jung’s contribution to the Big 5. We took the liberty to refer to Kant and Goethe re the origin of the term ‘archetype’ which may give it a more philosophical touch. We would have loved to substantiate the archetype concept by neurophysiological research but were not convinced about the reliability of claimed research findings so we added it under scope for further research (chapter: Implications).
There has been some backlash to the application of brand personality to inanimate objects.