Boryana Gigova

Boryana Gigova serves as Assistant Professor at New Bulgarian University's Department of Cinema, Advertising and Show Business, leveraging 15+ years of international experience across strategic marketing, branding, and communications in the USA, Canada, France, South America, and UAE. Her academic foundation combines practical industry expertise with formal education from NBU.

Her educational journey includes a Bachelor's in Political Science, Master's in Political Management and Public Policies, and PhD in Media Reputation as State Policy (2016), all earned at New Bulgarian University. This interdisciplinary background informs her unique approach to branding theory and practice.

Research focuses on brand storytelling, strategic brand management, and digital branding evolution, with particular emphasis on generational targeting (Gen Z), sustainable luxury branding, and national identity construction. Her work bridges emotional engagement theory with practical applications in crisis management and digital transformation.

Analysis of her 15 publications (2012-2023) reveals a clear trajectory from foundational nation branding research toward cutting-edge AI applications in Gen Z targeting. The corpus demonstrates consistent interdisciplinary integration across marketing, public relations, and cultural studies, with recurring sub-themes including archetypal storytelling frameworks, sustainable luxury paradoxes, and social media's transformative impact on brand-consumer relationships.

As jury member for AdVenture and EACA competitions, she actively shapes industry standards while mentoring students through practical projects including EACA brief implementations. Current teaching portfolio spans Story Writing, Branding, Strategic Brand Management, and Digital Branding courses across undergraduate programs.