How Can a Festival Be Defined as a Brand? And Why Branding Is Essential to a Festival?

  • Quziana Mohd Rozi Universiti Malaysia Sarawak, Malaysia
  • Shaik Azahar Shaik Hussain Universiti Malaysia Sarawak, Malaysia
Keywords: Brand, Branding, Festival

Abstract

These brands are becoming an unexpected phenomenon among audiences. Brand presence gives the audience a choice to determine their personality's suitability. Discussions about brands have taken place in the academic world, where each expert comes with their brand definition. This discussion leads to difficulties in understanding the brand's interpretation and management [38]. Brands are often seen in the products and services that are produced in meeting the needs and wants of the audience. The explanation of the festival's presence as a brand is poorly clarified in literary academics, where festivals come with a personality adaptation of the audience to engage. This article aims to provide an overview of brands and branding that are often the focus of academia and how festivals can be defined as brands.

 

 

Author Biographies

Quziana Mohd Rozi, Universiti Malaysia Sarawak, Malaysia

Master student at Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak. Her research interest includes Arts, Tourism, and Business Management.  Email: [email protected].

Shaik Azahar Shaik Hussain, Universiti Malaysia Sarawak, Malaysia

Lecturer at Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak. His research interests include Arts, Tourism, Business Management, and Science Tourism.  Email: [email protected].

 

Published
2022-12-20
Section
Articles