Седемте смъртни гряха на бранда в комуникационния мениджмънт
The Seven Deadly Sins of Brand in Communication Management

Author(s): Stefan Serezliev
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication management; brand; brand management; integrated marketing communications (IMC)
Summary/Abstract: In recent years, modern and successful communications management has been about building successful brands – organizational, sporting, national, urban, political, cultural, educational, and personal. In academic theory and good professional communication practice, the complex solution of branding problems naturally leads to real opportunities for maximizing communication management at different levels: tactical, strategic, creative, etc. On the other hand, in the absence of comprehensive brand building in its key areas and stages, various problems are observed. These problems create numerous obstacles to communications management and generate irreparable structural distortions in the brand-building process, leading to crises in relations with different audiences and stakeholders. The author aims to analyze the issues at an inter- and multidisciplinary level and to discover and propose relevant and applicable solutions that optimize communication management in its theoretical and practical dimensions.

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