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