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

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.