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master's thesis
Brendiranje nogometaša - studija slučaja Luke Modrića
Zagreb: University of Zagreb, The Faculty of Political Science, 2020. urn:nbn:hr:114:392317
Duvnjak, Katarina
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Duvnjak, K. (2020). Brendiranje nogometaša - studija slučaja Luke Modrića (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:392317

Duvnjak, Katarina. "Brendiranje nogometaša - studija slučaja Luke Modrića." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:392317

Duvnjak, Katarina. "Brendiranje nogometaša - studija slučaja Luke Modrića." Master's thesis, University of Zagreb, The Faculty of Political Science, 2020. https://urn.nsk.hr/urn:nbn:hr:114:392317

Duvnjak, K. (2020). 'Brendiranje nogometaša - studija slučaja Luke Modrića', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:392317

Duvnjak K. Brendiranje nogometaša - studija slučaja Luke Modrića [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2020 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:114:392317

K. Duvnjak, "Brendiranje nogometaša - studija slučaja Luke Modrića", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:114:392317

Metadata
TitleBrendiranje nogometaša - studija slučaja Luke Modrića
Title (english)Branding of Football Players: The Case of of Luka Modrić
AuthorKatarina Duvnjak
MentorHrvoje Jakopović (mentor)
MentorDejan Gluvačević (komentor)
Committee memberHrvoje Jakopović (predsjednik povjerenstva)
Committee memberDejan Gluvačević (član povjerenstva)
Committee memberDražen Lalić (član povjerenstva)
Committee memberMarin Galić (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2020-09-18, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:392317
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-11-02 08:38:39