My name is Matthew Bracco and I am completing my last semester of Professional Communication at Ryerson University, with a minor in Public Relations. This program has allowed me to explore my professional interests and develop skills suited to my personality.
I conducted a qualitative research project on professional athlete brand development. I took a case study approach by analyzing six professional athletes as the subjects for my study. Content analysis was used to research the characteristics and factors that created the six athlete brands. The goal was to produce knowledge on brand development by learning from real athlete cases.