Политическият бранд: криза на бранд наративността
Pоlitical Brand: Crises of Brand Narrative

Summary/Abstract: Nowadays, the brand is becoming a mantra that guarantees success and sustainable prosperity within broad limits and categories: commercial, political, sports, religious, tourism, urban, regional, state. In this study, the author aims to conceptualise the contemporary crisis of the brand narrative in the field of political brand and branding. The focus of the analysis is the correlation between different approaches in modern brand management in the context of political brands. The purpose is to discover the causes of the crisis in the political brand narrative in the perspective of the successful development of the political brand.

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