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master's thesis
Upravljanje osobnim brendom na primjeru Britney Spears
Zagreb: University of Zagreb, The Faculty of Political Science, 2022. urn:nbn:hr:114:436912
Petrović, Paula
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

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Petrović, P. (2022). Upravljanje osobnim brendom na primjeru Britney Spears (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:436912

Petrović, Paula. "Upravljanje osobnim brendom na primjeru Britney Spears." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:436912

Petrović, Paula. "Upravljanje osobnim brendom na primjeru Britney Spears." Master's thesis, University of Zagreb, The Faculty of Political Science, 2022. https://urn.nsk.hr/urn:nbn:hr:114:436912

Petrović, P. (2022). 'Upravljanje osobnim brendom na primjeru Britney Spears', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 17 May 2024, https://urn.nsk.hr/urn:nbn:hr:114:436912

Petrović P. Upravljanje osobnim brendom na primjeru Britney Spears [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2022 [cited 2024 May 17] Available at: https://urn.nsk.hr/urn:nbn:hr:114:436912

P. Petrović, "Upravljanje osobnim brendom na primjeru Britney Spears", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:114:436912

Metadata
TitleUpravljanje osobnim brendom na primjeru Britney Spears
Title (english)Personal Brand Management: The Case of Britney Spears
AuthorPaula Petrović
MentorBožo Skoko (mentor)
MentorDejan Gluvačević (komentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberDejan Gluvačević (član povjerenstva)
Committee memberAntonija Čuvalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2022-09-16, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:436912
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 conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2023-01-16 13:05:44