A Study on Personal Brand Management of Athletes
Date Issued
2013
Date
2013
Author(s)
Li, Chih-Wei
Abstract
In the first half year of 2013 in Taiwan, the most popular issue is the revival of Chinese Professional Baseball League. After World Baseball Classic, people in Taiwan have patient in baseball since our players really do a good job. Moreover, enjoying ballgame in stadium become a fame because former Major League Baseball player, Manny Ramirez, decided to join Chinese Professional Baseball League. Supporting from fans made athletes have more methods to manage their own brand name. It makes us wonder that what would athletes do to increase their own brand value other than their performance in court.
The goal of this study is finding models of athletes manage their own brand by collecting and analyzing data of athletes in Taiwan and foreign countries. Hope this study can provide future studies a way. Besides, this study compares the differences of the ways they manage their own brand name and tries to know the reasons of the differences.
By collecting papers about endorsers, public relation and personal brand management, this study discovers there are not so many papers of brand management aiming at athletes. In addition, this study concludes that ways of personal brand management of athletes by sorting and analyzing secondary data. Besides, Google Trends analysis also helps this study to know that whether these ways of personal brand management would influence attitudes of people towards athletes.
This study finds that the ways of personal brand management are endorsement, social network and founding a foundation. However, people tend to care about athletes'' performance in court. If athletes had signature products or social network management, it would be more easy to influence people''s attitude toward athletes since it would let people think that they are more close athletes and know more about the characteristics of athletes.
Hope this study can provide a guide to future studies about personal brand management. Take athletes for example to revise the way of personal management. Otherwise, future studier of related fields can analyze more of the ways of brand management of athletes or how would they do to do better.
Subjects
品牌管理；個人品牌經營模式；代言人理論；網路社群；運動行銷
Type
thesis
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