Корпоративната идентичност – необходим елемент от бизнес стратегията на българските фирми на общия европейски пазар
Corporate Identity – a Necessary Element of the Business Strategy of Bulgarian Companies in the Internal Market

Author(s): Oleg Lozanov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: corporate identity; market positioning; Bulgaria; Single market
Summary/Abstract: This article explores the corporate identity as a necessary element of the business strategy which Bulgarian companies shall employ on the EU’s internal market. There has been slow but stable growth since 2006 on the presence of the Bulgarian companies in the Single market in the EU. Apart from the well-known difficulties in economic, financial, technological and marketing aspect, one of the most important and yet unsolved issues turns out to be the lack of recognition by the European consumers and, as a result of that, the lack of positive reputation and good company image. This observation is based on the underestimation and, quite often, the absence of special attention to the policy pertaining to the corporate identity and the competitive market positioning.

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