Brendiranje nogometaša - studija slučaja Luke Modrića

master's thesis

• Title (english): Branding of Football Players: The Case of of Luka Modrić
• Author: Katarina Duvnjak
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Tema ovog diplomskog rada je osobno brendiranje nogometaša čiji uspjeh ne ovisi samo o sportu i atletskim performansama već i o tržišnom stilu života i atraktivnom izgledu. U radu je predstavljeno osam osobnih brendova svjetski poznatih nogometaša: Davora Šukera, Davida Beckhama, Cristiana Ronalda, Lionela Messija, Neymara, Mohameda Salaha i Garetha Balea s posebnim naglaskom na brend Luke Modrića. Cilj bio istražiti njegov način brendiranja i otkriti snagu njegovog brenda u usporedbi s navedenim svjetskim nogometašima. Prilikom istraživanja korištena je metoda studije slučaja i intervjua s dvanaest hrvatskih sportskih novinara i pet marketinških stručnjaka o sportskim kvalitetama, komunikaciji i marketinškim potencijalima Modrića. Ovim radom potvrđena je hipoteza da je Modrić nogometni brend, ali koji je nedovoljno iskorišten. U usporedbi s drugim nogometašima, Modrić ima talent i životnu priču koja ga razlikuje od drugih, ali mu nedostaje karizma, veća vidljivost i aktivniji angažman na društvenim medijima kako bi ga se moglo nazvati brendom u punom smislu te riječi.

Abstract (english)

The topic of this master's thesis is the personal branding of football players whose success depends not only on sports and their athletic performance but also on the marketing of their lifestyle and the attractiveness of their appearance. The paper presents eight personal brands of world-famous football players: Davor Šuker, David Beckham, Cristiano Ronaldo, Lionel Messi, Neymar, Mohamed Salah I Gareth Bale with special emphasis on the brand of Luka Modrić. The goal was to explore his way of branding and discover the strength of his brand compared to the aforementioned world football players. The research used the method of a case study and interviews with twelve Croatian sports journalists and five marketing experts about Modrić's sports qualities, communication, and marketing potentials. This paper confirms the hypothesis that Modrić is a football brand, but who is underused. Compared to most football players, Modrić has the talent and a life story that distinguishes him from others, but he needs more charisma, greater visibility, and more active engagement on social media in order to be called a brand in the full sense of this word.

• Keywords: brend; brendiranje; osobno brendiranje; nogometaš; Luka Modrić
• Keywords (english): brand; branding; personal branding; football player; Luka Modrić
• Language: croatian
• URN:NBN: urn:nbn:hr:114:392317
• 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: 2020-11-02 08:38:39