Samenvatting

This research report focuses on the issue of establishing a sustainable reputation and the strategy based on the cultural characteristics of Bulgarians and essentially
answering the question “How can we establish a sustainable reputation?”. The report has answered the research question How can we create a sustainable reputation for Bosch within
Bulgarian society? The most relevant findings from the desk and field research are in three concepts. The first concept focused on the important factors in the target audience, the second concept focused on the cultural characteristics of the target audience, the third concept focused on the current reputation of Bosch in Bulgaria.
Bosch needs an integrated communication strategy for sustainability reputation that is culturally tailored for Bulgarians. The communication sources and message appeals are also
modified as the target audience responds best to safety appeal and interactive communication. The initial objectives seek to increase Bosch’s sustainability reputation amongst Bulgarian
target audiences. The four stages of the communication objectives are scheduled to be reached within a year, with a focus on the first six months, and evaluation will happen at different stages of the campaign, by evaluating the big idea, mock-up communication content, and final communication results as well as possible budget variances.