Usain Bolt as enunciative entity: the construction of his personal brand in the context of the 2016 Olympics

Abstract

Based on the logic of how brands are created in the contemporary world, this project seeks to analyze how the athlete Usain Bolt builds his personal brand in the competitions and places where he participates. Using as a basis the work of Semprini, it explores the characteristics of contemporary brands and the question of personal branding – here called “me brand” –, starting with the brand project proposed by the author adapted to the athlete. Then, as a method of analysis, the triad values, narration, and speeches is used.