Аннотация: Understanding archetypes is useful not only for professionals in the field of branding, but also for everyone who is engaged in self-development, strives for a deep understanding of himself and wants to express his talents outside, to declare himself. The sage is a part of the personality that strives for knowledge, personified wisdom, maturity, life experience. According to Jung, the archetype has the following qualities: knowledge, reflection, wisdom, insight, intelligence and intuition.
The subject of the study was the personality traits and character of the "sage" archetype, its behavioral characteristics and type differences from other archetypes, as well as the search for examples of outstanding personalities of the past and present in social, mythical, cinematic and fashionable spheres.
The objective of the research traces the relationship of the character of the "sage" archetype with his actions, achievements and vision of the world, as well as their influence on brands in terms of branding.