Brand “Bulgaria” — A Summary of Methodology and Brand Building: The Brand Story of Brand “Bulgaria”

Abstract: Every tourist destination could have its brand using the innovative method for building and managing tourist brands. Here one can find the main steps in structuring and positioning the brand in a process where you first discover the identity of the destination and next you build its reputation. The method is universal — it has been already tested in building 6 primary brands at different levels and the result of this research will offer you for the first time ever the brand and the brand story of Bulgaria tourist destination. Offering much more than a strategy for sustainable tourism development of every tourist destination the method also could be used instead of a strategy for tourism development but also guarantees effectiveness of sustainable tourist development and offers the know-how for product development and management vire marketing. Coordinating all the marketing instruments and efforts of the destination this method helps destinations in not using any other marketing surveys except if they need monitoring of their development. Brand “Bulgaria” presents the destination as the land of Orpheus, where you can unravel the mystery of the Universe and the arguments you may read in the brand story “Bulgaria — the cradle of civilization”. You will find out how History, Literature, Marketing and Tourism coexist in the brand story.

Key words: tourist brand; destination identity; brand story; marketing and branding

JEL codes: Z380, Z330, Z320, Z300, Q560