Personal brand and personal branding in sports: An analysis on Google Doodle
Makaleler > Tam Makale · 2025
Yazarlar: Şadiye Emet GÜREL, Azra Kardelen Nazlı, Yusuf Dayıcan
ODÜ Sosyal Bilimler Araştırmaları Dergisi (ODÜSOBİAD), Hakemli Üniversite Dergisi, Uluslararası, European Reference Index For The Humanities (ERIH), 2025, cilt 15, ss 1981-1993
DOI: 10.48146/odusobiad.1435813
Özet
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.