Upravljanje osobnim brendom na primjeru Britney Spears

master's thesis

• Title (english): Personal Brand Management: The Case of Britney Spears
• Author: Paula Petrović
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Osobno brendiranje sve je više popularno u svijetu te se sve više primjenjuje bilo da se radi o ljudima, proizvodima, uslugama ili tvrtkama. Samopromocija jedna je od važnih alata i strategija u marketingu da bi nešto bilo popularnije i privlačnije ljudima, odnosno publici. Ono što je specifično kod poznatih i slavnih osoba je to što su stalno pod povećalom javnosti i prisutni u medijima, a upravo takav život je imala pjevačica Britney Spears koja je bila prva meta paparazza i tabloida. Njezin život se promatrao kroz stalnu kritiku, ne štedeći ju bez obzira na godine i neiskustvo. Ona je odličan primjer kako talentirana osoba može izgraditi dobar imidž, ali jednako tako ga i srozati. U ovom radu analiziran je način na koji je Britney Spears stvorila osobni brend, u čemu leži tajna njezinog brenda te može li povratiti snagu brenda kao što je bio na početku karijere. Koristeći kvalitativnu metodu intervjua dobiven je uvid u snagu njezinog osobnog brenda prije 25 godina i danas.

Abstract (english)

Personal branding has become increasingly popular in the world and is one of the methods used to brand people, products, services and companies. Self-promotion is an important tool and strategy in marketing, used to increase the popularity and attraction of a subject among the general population, or more accurately, a particular audience. What is specific to celebrities is the fact that they live their lives in front of the public, under a magnifying glass. One such example is Britney Spears, a singer who was one of the first celebrities to become a major target of the paparazzi and the tabloids. Her life was constantly questioned and criticized, without taking into account her age and her lack of experience. She is an excellent example of how a talented individual can build up a good image, as well as how they can tear it down. This thesis is an analysis of the way in which Britney Spears has managed to create her personal brand and whether or not she could restore her brand to its former glory. Using the qualitative interview method, we have gained an insight into her personal brand as it was 25 years ago and as it is today.

• Keywords: brend; brendiranje; osobno brendiranje; Britney Spears; pjevačica
• Keywords (english): brand; branding; personal branding; Britney Spears; singer
• Language: croatian
• URN:NBN: urn:nbn:hr:114:436912
• 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: 2023-01-16 13:05:44