As estratégias semióticas de estruturação e manifestação de uma me brand: uma análise sobre o atleta Usain Bolt

Abstract

This study aims to understand the strategies of structuring and manifestation developed by Usain Bolt in the construction of his personal brand - here called me brand. The research expands and deals more deply what was found in a previous work, in an attempt to fill in some gaps that might have been incompleted or diffused, and to consider new possibilities about the management of an individual's brand. For this, the work of Andrea Semprini (2006), which considers the brand as a semiotic entity, is used here. The proposal is based on the application of the model of brand design and the semi-narrative model. After applying the latter to analyze the manifestations, the identity manifested is illustrated in order to arrive at the structure of the athlete's project manifested. It was concluded that, the athlete, as one of the most original figures of the sport, is a strong brand, coherent and, therefore, able to shape the environment around him with manifestations, transcending the simple initial athlete condition and acquiring various returns.