BRENDIRANJE SPORTAŠA

master's thesis

• Title (english): ATHLETE BRANDING
• Author: Josip Kotlar
• Mentor: Sanela Škorić (mentor)
• Committee member: Sanela Škorić (predsjednik povjerenstva)
• Committee member: Darija Omrčen (član povjerenstva)
• Committee member: Sunčica Bartoluci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Kinesiology; Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Kinesiology

Abstract

Dobar marketing je pokretač razvoja i napretka svih poduzetničkih aktivnosti, a kako krajem prošlog stoljeća sport postaje sastavni dio poduzetničkih aktivnosti i jedan od oblika, ne iznenađuje činjenica da se marketing sve više koristi u sportu. Jedan od oblika marketinga je i brendiranje. Isprva su se brendirali proizvođači sportske opreme i rekvizita, ali uskoro se aktivnost brendiranja obavlja i na živim osobama. Sportaši, odnosno njihovo ime i sportski uspjesi postaju brend. Sport je oduvijek privlačio gledatelje i navijače tako da se tu stvorila nova niša u kojoj je moguće ostvarivati profit, a upravo to je glavni cilj brendiranja, kako tvrtki, pa tako i sportaša.

Abstract (english)

Good marketing is the driving force behind the development and progress of all entrepreneurial activities, and since at the end of the last century sport became an integral part of entrepreneurial activities and one of the forms, it is not surprising that marketing is increasingly used in sports. One of the forms of marketing is branding. At first, manufacturers of sports equipment and props were branded, but soon the branding activity was also carried out on living persons. Athletes, that is, their name and sports achievements become a brand. Sports have always attracted spectators and fans, so a new niche has been created where it is possible to make a profit, and this is precisely the main goal of branding, both for companies and athletes.

• Keywords: sport; marketing; brendiranje sportaša; industrija sporta
• Keywords (english): sport; marketing; branding of athletes; sports industry
• Language: croatian
• URN:NBN: urn:nbn:hr:117:628873
• Study programme: Title: Kinesiology; specializations in: Kinesiology in Education and Track-and-Field, Kinesiology in Education and Fitness, Kinesiology in Education and Wrestling, Kinesiology in Education and Sailing, Kinesiology in Education and Windsurfing, Kinesiology in Education and Judo, Kinesiology in Education and Kayaking, Kinesiology in Education and Kinesiological Recreation, Kinesiology in Education and Kinesitherapy, Kinesiology in Education and Physical Conditioning of Athletes, Kinesiology in Education and Basketball, Kinesiology in Education and Football, Kinesiology in Education and Volleyball, Kinesiology in Education and Basic Kinesiological Transformations, Kinesiology in Education and Dancing, Kinesiology in Education and Swimming, Kinesiology in Education and Rhythmic Gymnastics, Kinesiology in Education and Handball, Kinesiology in Education and Skiing, Kinesiology in Education and Artistic Gymnastics, Kinesiology in Education and Management of Sport, Kinesiology in Education and Tennis, Kinesiology in Education and Rowing; Course: Kinesiology in Education and Management of Sport; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar / magistra kineziologije (magistar / magistra kineziologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-10-17 11:21:01