It is difficult to identify the contradictions that serve as the foundation for value propositions in the cultural branding model. To address this, I propose the use of psychoanalysissto analyze market- and cultural-level collectives. To demonstrate, I analyze a recent installment in the popular film franchise Star Wars in order to demonstrate how extant product preferences can be used as subjects of analysis much like dream images in traditional psychoanalysis. I find that the western market which enjoys the films likely does so due to a defense mechanism known as inversion. On the market level, this offers opportunities for identity-related branding. Implications for the cultural branding model and commercial mythologizing are discussed.

中文翻译：

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星球大战：原力觉醒【西方快乐原则】

在文化品牌模型中，很难识别作为价值主张基础的矛盾。为了解决这个问题，我建议使用精神分析来分析市场和文化层面的集体。为了演示，我分析了流行电影系列星球大战中最近的一部分，以展示如何将现存的产品偏好用作分析主题，就像传统精神分析中的梦境图像一样。我发现喜欢这些电影的西方市场可能会这样做，这是由于一种称为倒置的防御机制。在市场层面，这为与身份相关的品牌塑造提供了机会。讨论了文化品牌模型和商业神话的含义。