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master's thesis
Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift
Zagreb: University of Zagreb, The Faculty of Political Science, 2024. urn:nbn:hr:114:163197
Crnobrnja, Stella
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Crnobrnja, S. (2024). Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:163197

Crnobrnja, Stella. "Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:163197

Crnobrnja, Stella. "Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:163197

Crnobrnja, S. (2024). 'Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:163197

Crnobrnja S. Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2024 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:114:163197

S. Crnobrnja, "Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:114:163197

Metadata
TitleOsobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift
Title (english)Personal branding in the music industry - a case study of Taylor Swift
AuthorStella Crnobrnja
MentorBožo Skoko (mentor)
MentorDejan Gluvačević (komentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberMilica Vučković (član povjerenstva)
Committee memberNensi Blažević (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2024-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
U ovom diplomskom radu istražuje se fenomen osobnog brendiranja kroz studiju slučaja Taylor Swift, jedne od najpoznatijih i najuspješnijih glazbenica današnjice. Analiza obuhvaća ključne komponente njezinog brendiranja: autentičnost, inovaciju i marketinške kampanje. Kroz istraživanje sadržaja Billboard članaka iz 2023. godine, Instagram objava na službenom profilu Taylor Swift te anketu percepcije obožavatelja, rad pokazuje kako Swift gradi svoj osobni brend i kako njene strategije doprinose njezinom dugoročnom uspjehu. Poseban naglasak stavljen je na njezine ponovne snimke albuma "Taylor's Version" i Eras Tour, koji su postali globalni fenomeni. Također se razmatra utjecaj Taylor Swift na promjene unutar glazbene industrije te kako se uspoređuje s drugim utjecajnim ženskim glazbenicama poput Beyoncé. Zaključak rada ističe važnost autentičnosti, inovacije i strateškog marketinga u izgradnji uspješnog osobnog brenda.
Abstract (english)
This thesis explores the phenomenon of personal branding through a case study of Taylor Swift, one of the most renowned and successful musicians today. The analysis covers key components of her branding: authenticity, innovation, and marketing campaigns. By examining content from Billboard articles in 2023, Instagram posts on Taylor Swift's official profile, and a fan perception survey, the paper demonstrates how Swift builds her personal brand and how her strategies contribute to her long-term success. Special emphasis is placed on her re-recorded albums "Taylor's Version" and the Eras Tour, which have become global phenomena. The study also considers Taylor Swift's impact on changes within the music industry and how she compares to other influential female musicians like Beyoncé. The conclusion highlights the importance of authenticity, innovation, and strategic marketing in building a successful personal brand.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:163197
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 on2024-10-09 13:22:51