Релацията – рекламна стратегия и търговска марка в бизнесорганизацията
The relation – advertising strategy and trademark in the business organization

Summary/Abstract: The advertising strategy is a starting basis of company’s communication policy. The accurate formulation of the strategic goals has a decisive meaning for the success. These goals are determined in compliance with the condition and prospects for market development according to the phase of product’s lifecycle – object of the advertisement from the point of view of the interested company’s concept. The advertising concept is the advertiser’s or his advertising advisor’s intention, set in writing, for implementation of the adopted strategy in full value, respectively of the preparation, accomplishment, the control and valuation of the results of the planned advertising activity or campaign. The consideration of the advertising strategy of “BELLA” JSC aims to show that by means of its correct building and practical application in business, it contributes to the confirmation of the nation-wide brand.

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