Tenisači kao brendovi na primjeru Rogera Federera i Novaka Đokovića

master's thesis

• Title (english): Tennis players as brands based on examples of Roger Federer and Novak Đoković
• Author: Paula Čuturić
• 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

Diplomski rad Tenisači kao brendovi na primjeru Rogera Federera i Novaka Đokovića osmišljen je kako bi se proučio fenomen osobnog brendiranja kroz osobne brendove dva poznata svjetska tenisača. Cilj rada je utvrditi kakav su imidž o sebi stvorila dvojica tenisača, jesu li u javnosti prepoznati kao brendovi te koliko rade na razvoju svojih brendova, koriste li društvene mreže za bolju komunikacuju s potrošačima te uspjevaju li stvoriti emocionalnu povezanost javnosti s njihovim brendovima. Kako bi se došlo do zaključaka koristile su se dvije metode, anketa i analiza sadržaja. Rezultati istraživanja pokazali su kako su obojica uspješni u brendiranju, ali i kako su Federerov logo i proizvodi čiji je ambasador poznatiji javnosti nego što su logo i proizvodi Novaka Đokovića. Analiza sadržaja pokazala je kako obojica pokušavaju putem Instagrama doprijeti do javnosti te im prenijeti određene poruke, ali i kako bi se komunikacijske strategijie obojice kao i učestalost objavljivanja trebali bolje regulirati.

Abstract (english)

Master's thesis „Tennis players as brands based on the examples of Roger Federer and Novak Đoković“ is designed to study phenomenon of personal branding through examples of two worldwide known tennis players. The aim of the thesis is to determine image which both players created about themselves, do people recognise them as brands do they try to develop their brands, do they use social media to establish better communication with consumers and finally do they manage to create emotional bond among public with their brands. In order to come to conclusions, two methods of research were used, online poll and content analysis. The results showed that both players are succesful in creating their brands, but also that Roger Federe's logo and products for which he is the ambasador are more familiar to public than logo and products of Novak Đoković. What's more, content analysis showed that both players use Instagram to reach to the public in order to transfer certain messages, but that communication strategies of each player as well as frequency of publishing should be controled better.

• Keywords: brendiranje; osobni brend; sport; tenis; Roger Federer; Novak Đoković; društvene mreže
• Keywords (english): branding; personal brand; sport; tennis; Roger Federer; Novak Đoković; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:879929
• 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: 2022-01-24 14:42:48