ДИГИТАЛНИЯТ БРАНДИНГ: ИНТЕЛЕКТУАЛНА СОБСТВЕНОСТ И МАРКЕТИНГОВА СИГУРНОСТ
DIGITAL BRANDING: INTELLECTUAL PROPERTY AND MARKETING SECURITY

Author(s): Bistra Vassileva, Plamena Palamarova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: digital branding; intellectual property; security
Summary/Abstract: The dynamics of information and communication flows over the last decade has not only changed radically, but unlike the previous decades, a substantial amount of information is "produced" and received outside of organizations. Market interactions and interactions are intense and transformative to such an extent that it is difficult to distinguish participants in the market and communication space due to overlapping economic domains of consumers, competitors and collaborators. The turbulent development of the digital environment puts marketers in the face of a number of challenges related to intellectual property and security in the uptake and development of digital brands.

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