The Brand Archetype Mental Model is centered around 12 archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage. These archetypes, established by psychologist Carl Jung, represent universally understood character types. Each archetype carries specific characteristics that brands can embody to build a solid, consistent, and memorable identity. For example, 'Nike' uses the 'Hero' archetype, symbolizing motivational, inspirational, and triumphant qualities in its branding.