Микробрандингът като печеливша концепция в съвременните интегрирани маркетинг комуникации
Micro branding as a winning concept in modern integrated marketing communications

Summary/Abstract: The dynamic and broad-scale development of the online market and communication environment offers new challenges and opportunities for emergence of the Integrated Marketing Communications (IMC). This process reckons clarification of the new processes and trends. One of the fastest developing trends is the emergence of microbrands and respective new approach for implementation – microbranding. These predominantly online marketing phenomena are initially defined, studied and scoped for the first time in Bulgarian communication science. The author assumes that microbranding will become an effective and preferred approach for integrated market and communication strategies.

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