МАРКЕТИНГ ЛИЧНОСТИ И/ИЛИ ПЕРСОНАЛНИ БРЕНДИНГ СПОРТИСТА
MARKETING OF PERSONALITY AND/OR SPORTSMEN PERSONAL BRANDING

Summary/Abstract: Human brands operate in the same way as brands of products or services. Branding is not used only in products, services or companies. A new trend, named personal branding, is created as an efficient tool which helps in defining who you are, what you stand for, why are you so special, different from majority even when you're part of it and a person who manages to have its "uniqueness" in a particular field of social action financially valorized, becomes a brand. Some athletes earn much more from their sponsorship contracts than from professional contract with their clubs, competitions, etc. What all of them have in common is that they are good in their own branding, ie. they were able to commercialize their success and popularity.

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