"Ja sam Zlatan" - Zlatan Ibrahimović kao brend

master's thesis

• Title (english): "I am Zlatan" - Zlatan Ibrahimović as a Brand
• Author: Simona Margetić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U sportu i među sportašima, posebice nogometu i nogometašima, vrlo je važno osobno brendiranje jer ono pridonosi uspjehu i popularnosti pojedinca. Osobno brendiranje osigurava pojedincu da bude prepoznat u društvu kao profesionalac, stručnjak u svom polju, utjecajna osoba čije se mišljenje poštuje u javnosti. Zlatan Ibrahimović profesionalni je nogometaš, igrač američkog LA Galaxyja i bivši švedski nogometni reprezentativac, koji je od sebe kroz godine stvorio brend. Ibrahimović i njegova igračka karijera poznati su diljem svijeta, a iz njegove biografije, objavljene 2011. godine, poznat je i njegov životni put. Ibrahimović je tako postao živuća nogometna legenda. Svoju uspješnu nogometnu karijeru iskoristio je u kreiranju osobnog brenda, a ovim radom želi se istražiti konkretni slučaj osobnog brendiranja te kako se i zašto razvijao brenda Zlatan Ibrahimović.
Dubinskim intervjuima s poznavateljima lika i djela Zlatana Ibrahimovića omogućit će dublji uvid u slučaj Ibrahimovića, potaknut će se niz stavova, asocijacija i misli o Ibrahimoviću kod ispitanika, dok će se online anketom saznati koliko opća javnost poznaje brend i što misle o njemu.

Abstract (english)

In sports and among athletes, especially football and football players, personal branding is of great importance as it contributes to the success and popularity of the individual. Personal branding ensures the individual is recognized in society as a professional, an expert in his field, an influential person whose public opinion is respected. Zlatan Ibrahimovic is a professional football player at the American LA Galaxy and former Swedish national team player, who has created a brand for himself throughout the year. Ibrahimovic and his football career are known all over the world, and from his biography, published in 2011, his personal life is familiar. Ibrahimovic has thus become a living football legend. He used his successful football career to create a personal brand, and herewith this particular case of personal branding is investigated as well as and how and why did the brand Zlatan Ibrahimović develop. Deep interviews with people who are familiar with the work and private life of Zlatan Ibrahimovic, will show a deeper insight into the case of Ibrahimovic and will spur a series of attitudes, associations and thoughts on Ibrahimovic, while an online survey will find out how much the general public knows about the brand and what they think about it.

• Keywords: osobno brendiranje; osobni brend; brend; Zlatan Ibrahimović; studija slučaja
• Keywords (english): personal branding; personal brand; brand; Zlatan Ibrahimovic; case study
• Language: croatian
• URN:NBN: urn:nbn:hr:114:755502
• 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: 2018-12-13 09:52:43