Брандът „Странджа“: ценности, компоненти и популяризиране
The Strandzha Brand: Values, Components, and Promotion

Summary/Abstract: The Strandzha brand represents a system of values and components encompassing history, cultural heritage, mythology, folklore, natural resources, landmarks, and other distinctive regional assets. The aim of this study is to identify the key elements that shape the identity of the Strandzha brand and to explore opportunities for their effective utilization and promotion. The research employs theoretical analysis, comparative analysis, and content analysis of scholarly publications, literary works, media channels, and social media content. The subject of the analysis includes the brand’s core components and the communication techniques through which the Strandzha brand is created and promoted. The study is based on the assumption that the Strandzha brand incorporates a rich combination of historical facts, mythology, and cultural-historical events. The assumption is that the Strandzha brand needs to be integrated into a coherent communication programme aimed at strengthening brand equity, developing a distinctive brand personality, and fostering brand advocacy, thereby contributing to the development of the creative industries.

• Details
• Contents