Марката като личност и личността като марка – преплитащи се роли в марковия мениджмънт на медийната организация
The brand personality and the personality as a brand

Summary/Abstract: In conditions of growing competition in the market of goods, services and ideas, the brand name is becoming more and more important. To build brand name is to apply the principles of brand management, who became popular in the Bulgarian literature as branding, or the process of building a brand. Object of the analysis presented here in brief theoretical study is the brand management, and the subject is limited to the relationship between the brand personality and the personality as a brand. Provided is a hypothesis on the multidimensionality of the personality ofthe brand (brand personality) in the media.

• Details
• Contents