Osoba kao brend - primjer princeze Diane

master's thesis

• Title (english): A Person as a Brand: The Case of Princess Diana
• Author: Marinela Zaninović
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Osobno brendiranje sve popularnije među ljudima diljem svijeta, ima za cilj izdvojiti pojedinca iz mase, istaknuti ga svojom osobnošću i vještinama kako bi bio što uspješniji od svoje konkurencije. Za neke samopromocija je neizbježna jer su dio sustava koji je pod stalnim povećalom javnosti. Takav imidž bio je neizbježan za princezu Dianu, pripadnicu britanske krune, koja je odličan primjer osobnog brendiranja. U ovom radu analiziran je način na koji je Diana, princeza od Walesa stvorila svoj brend te u čemu i dan danas leži njegova snaga. Koristeći studiju slučaja i metodu strukturiranog intervjua dobiven je uvid u snagu njenog imidža, koji je i 24 godine nakon njene smrti također jednako prisutan.

Abstract (english)

Personal branding, increasingly popular among people around the world, aims to set individuals apart from the crowd, highlight them with their personality and skills to make them as successful as possible from their competition. For some, self-promotion is inevitable because they are part of a system that is regularly exposed to the public eye. Such an image was inevitable for Princess Diana, a member of the British Crown, who is a great example of personal branding. This paper analyzes the way in which Diana, Princess of Wales created her brand and what is the secret that the strength of it still lives today. Case study and an in-depth interview method gave insight into the strength of her image, which is also equally present 24 years after her death.

• Keywords: Brend; brendiranje; osobno brendiranje; princeza Diana
• Keywords (english): Brand; branding; personal branding; princess Diana
• Language: croatian
• URN:NBN: urn:nbn:hr:114:211808
• 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: Open access
• Created on: 2022-02-09 15:10:10