The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.