Osobno brendiranje u sportu: studija slučaja Cristiana Ronalda

master's thesis

• Title (english): Personal Branding in Sports: Cristiano Ronaldo Case Study
• Author: Tomislav Marić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-07-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Radovi o osobnom brendiranju u sportu teže objašnjenju fenomena, što je bio slučaj i s ovim istraživanjem. Jedina razlika bila je u tome što studija slučaja Cristiana Ronalda donosi opsežan i detaljan pregled karijere slavnog Portugalca te se kasnije, pomoću proučavanja društvenih mreža i iščitavanja medijskih napisa, zaokružuje cjelina o najvećem brendu u svijetu sporta. Početna poglavlja rada uvode čitatelja u svijet marketinga i brendiranja kroz teorijske navode potkrijepljene dvama primjerima uspješnih priča. Ulomci o Davidu Beckhamu i Manchester Unitedu se nadovezuju na priču o Ronaldu jer je igrao za engleski klub, a karijera mu ima mnogo dodirnih točaka s njegovim prethodnika u svijetu brendiranja. Dedukcijom smo došli do istraživačkih pitanja koja su specifična za našu tematiku, dok se induktivnim metodama pokušalo doći do općenitih zaključaka o brendiranju nogometaša iz jednog uspješnog primjera. Od velike važnosti je kvantitativna analiza društvenih mreža i kvalitativna obrada objava na istim. Navedenim se proučavanjem dolazi do zaključaka kako se osobni brend gradi na više stupova. Za ostvarenje u ovoj branši potrebno je veliko nogometno umijeće i sposobnost igranja u velikim utakmicama, s čime dolazi medijska praćenost. Tek kada igrač stekne status priznatog nogometaša, može započeti građenje zajednice pratitelja. Konstantnim održavanjem kontakta s publikom se ostvaruje privrženost ljudi, a to otvara mnoge mogućnosti za svakog igrača željnog brendiranja. Ovaj rad donio je novi uvid u svijet nogometa i marketinga koji je sveprisutan u sportu. Proučavanjem najboljih lako se može zaključiti što je potrebno promijeniti u pristupu prema svojoj publici. Stoga ovaj rad može, osim za daljnja marketinška istraživanja, poslužiti i nogometašima koje zanima osobno brendiranje.

Abstract (english)

Essays discussing personal branding tend to explain this phenomenon, which is also the case with this research. It brings a well-rounded case study of Cristiano Ronaldo as a brand, starting from an in-depth and detailed rewiev of his career to an analysis of his social networks and articles. Starting chapters introduce readers to the world of marketing and branding through theory and with the help of two successful branding cases. Story of Ronaldo is connected to the segments discussing David Beckham and Manchester United as both Beckham and Ronaldo played for the 'Red Devils' and excelled at branding. Research questions were realised through deductive methods, while closures derived from an inductive method, as it tried to make general conclusions based on one successful case. Great importance to this thesis comes from quantitative and qualitative social media analysis. General conclusion of this study is that a personal brand should be built upon several fundamentals. Serious media followup comes when a player has great ability and achieves major accomplishments, which will also affect his brands' success. Only when a player becomes an established footballer he can build a community around his name. When interacting with the audience their affection towards the brand grows and that opens a lot of possibilities. This thessis brings a new insight into the world of football and marketing, which is omnipresent in sport. Dissecting the work of the best can give answers to the question of one's approach to its own community. Therefore, this essay can be useful for further marketing research and aspiring football players interested in personal branding.

• Keywords: brendiranje; osobno brendiranje; brend; marketing; društvene mreže; Cristiano Ronaldo; studija slučaja
• Keywords (english): branding; personal branding; brand; marketing; social media; Cristiano Ronaldo; case study
• Language: croatian
• URN:NBN: urn:nbn:hr:114:468367
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-02-02 16:32:31