Personal brand and personal branding in sports: An analysis on Google Doodle

Öz

The new world order, shaped by the impact of global competition, differentiates the positioning of people in their private and business lives. In today's world, it is possible to say that no person does not act to be successful, to be recognized, and to prove their difference, no matter what sector they are in. Starting from the interest in personal brand concepts and practices, this study aims to analyze the image of personal brand through sports in the example of Google Doodle (GDoodle). In this context, all GDoodles published between 2017 and 2021 were examined, and GDoodles in the field of sports and based on the person were determined. The identified person-themed GDoodles were grouped according to various categories and analyzed to create a profile of personal branding a and details of the findings were reflected in the conclusion of the study, and inferences were made regarding personal branding. The most basic conclusion reached is that the concept and application of personal brand are quite common in the field of sports globally. In this context, it is expected that the study will contribute to the literature in relation to personal branding and digitalization in sports.

Anahtar Kelimeler

• Personal brand
• New Media
• Personal Athlete Brand
• GDoodle

Kişisel marka ve sporda kişisel markalaşma: Google Doodle üzerine bir analiz

Öz

Küresel rekabetin etkisiyle şekillenen yeni dünya düzeni, insanların özel ve iş hayatlarındaki konumlarını farklılaştırmaktadır. Günümüz dünyasında, hangi sektörde olursa olsun, tüm bireylerin, başarılı olmak, tanınmak, farkını kanıtlamak için hareket etmekte olduğunu ifade etmek mümkündür. Bu noktada, kişisel marka kavram ve uygulamalarına olan ilgiden yola çıkan bu çalışma, kişisel marka imajını, spor üzerinden Google Doodle (GDoodle) örneğinde analiz etmeyi amaçlamaktadır. Bu kapsamda 2017-2021 yılları arasında yayınlanan tüm GDoodle'lar incelenenmiş olup, spor alanında ve kişiyi merkeze alan GDoodle'lar belirlenmiştir. Belirlenen kişi temalı GDoodle'lar çeşitli kategorilere göre gruplandırılarak analiz edilmiştir ve kişisel marka üzerine bir tablo oluşturularak ve elde edilen bulguların detayları çalışmanın sonucuna yansıtılarak kişisel markalaşmaya ilişkin çıkarımlarda bulunulmuştur. İçerik analizi ile gerçekleştirilen çalışmada, ulaşılan en temel sonuç ve bulgu, kişisel marka kavramı ve uygulamasının spor alanındaki dünya çapındaki alanyazında oldukça yaygın olduğudur. Bu bağlamda çalışmanın sporda kişisel markalaşma ve dijitalleşme ile ilgili literatüre katkı sağlaması beklenmektedir.

Anahtar Kelimeler

• Kişisel marka
• Yeni Medya
• Kişisel Sporcu Markası
• GDoodle

Kaynakça

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