Osobno brendiranje - studija slučaja Kim Kardashian

master's thesis

• Title (english): Personal Branding - Case Study of Kim Kardashian
• Author: Marta Dujmović
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad istražuje fenomen osobnog brendiranja kroz studiju slučaja Kim Kardashian, poznate osobe koja je uspješno transformirala svoju medijsku prisutnost u snažan osobni brend. Istraživanje se fokusira na to kako je Kardashian uspjela razviti i održati svoj brend unatoč brojnim kontroverzama i izazovima tijekom svoje karijere. Uvod pruža pregled kako je Kim Kardashian stekla slavu i izgradila multimilijunsko carstvo te naglašava važnost osobnog brendiranja u digitalnom dobu, s naglaskom na ulogu društvenih medija u oblikovanju percepcije javnosti i izravnoj komunikaciji s publikom. Teorijski okvir obrađuje područje odnosa s javnošću, brendiranja i industrije slavnih. Definira ključne pojmove kao što su brend, imidž, osobni PR i celebrity. Ovaj okvir postavlja temelje za razumijevanje strategija koje slavne osobe koriste za održavanje i poboljšanje svog javnog imidža. Poglavlje metodologije opisuje pristup studiji slučaja i analizu sadržaja korištenu za analiziranje razvoja Kardashianinog brenda. Opisuje ciljeve istraživanja i korake poduzete za prikupljanje i analizu podataka. Fokus je na razumijevanju utjecaja skandala i kako su oni upravljani u svrhu zaštite, pa čak i poboljšanja, Kiminog brenda. Rezultati istraživanja predstavljaju deskriptivnu, interpretativnu i evaluativnu analizu strategija osobnog brendiranja Kim Kardashian. Proučavanjem slučaja Kim Kardashian, ovaj rad pruža vrijedne uvide u dinamiku osobnog brendiranja, ulogu društvenih medija i strategije za kriznim upravljanjem u modernom dobu.

Abstract (english)

This thesis explores the phenomenon of personal branding through the case study of Kim Kardashian, a notable celebrity who has successfully transformed her media presence into a powerful personal brand. The research focuses on how Kardashian managed to develop and sustain her brand despite numerous controversies and challenges throughout her career. The introduction provides an overview of how Kim Kardashian rose to fame and built a multi-million-dollar empire. It highlights the importance of personal branding in the digital age, emphasizing the role of social media in shaping public perception and direct communication with the audience. The theoretical framework delves into public relations, branding, and the celebrity industry. It defines key concepts such as brand, image, personal PR and celebrity. The framework sets the stage for understanding the strategies employed by celebrities to maintain and enhance their public image The methodology section outlines the case study approach and content analysis used to examine Kardashian's brand development. It discusses the research objectives and the steps taken to gather and analyze data. The focus is on understanding the impact of scandals and how they were managed to protect and even enhance Kardashian's brand. The research findings present a descriptive, interpretative, and evaluative analysis of Kardashian's branding strategies By studying the case of Kim Kardashian, this thesis provides valuable insights into the dynamics of personal branding, the role of social media, and the strategies for managing crisis in the modern era.

• Keywords: osobno brendiranje; Kim Kardashian; brend
• Keywords (english): personal branding; Kim Kardashian; brand
• Language: croatian
• URN:NBN: urn:nbn:hr:114:781320
• 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: 2024-07-26 10:00:56