Innovative digital communication strategies for sustainable brand positioning: applicability in the Bulgarian business context

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Published: Jul 20, 2025
DOI: https://doi.org/10.51582/interconf.19-20.07.2025.009
Keywords:
communication strategies, sustainable brand, Bulgarian business
Issue
No. 59(256) (2025): 10th ISPC «International Scientific Discussion: Problems, Tasks and Prospects» (July 19-20, 2025; Brighton, Great Britain).
Section
Management
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Main Article Content

Emiliya Duneva
University of National and World Economy; Republic of Bulgaria

Abstract

This article explores the role of innovative digital communication strategies in achieving sustainable brand positioning, with a focus on their applicability in the Bulgarian business environment. Based on empirical research involving communication and marketing professionals, the paper identifies key trends, challenges, and opportunities for adopting globally recognized communication models such as those used by IKEA. It proposes a localized framework tailored to the Bulgarian context, emphasizing digital infrastructure, organizational culture, human capital, and strategic governance.


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How to Cite
Duneva, E. (2025). Innovative digital communication strategies for sustainable brand positioning: applicability in the Bulgarian business context. Scientific Collection «InterConf+», (59(256), 69–76. https://doi.org/10.51582/interconf.19-20.07.2025.009
Author Biography

Emiliya Duneva, University of National and World Economy; Republic of Bulgaria

Chief Assistant PhD Department of Management

References

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