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Abstract
This research paper analyzes the growing importance of brand partnerships in the European festival landscape. Apart from this, I also research and analyze the self-implemented brand extension strategies in this industry. Brand extension strategies can be done in various ways, such as market expansion or product line augmentation. My main objective with this research is to provide a fresh perspective on how to implement these brand partnership and branding strategies for music festivals in the future.
This paper will discuss the underappreciated and misunderstood role that strong branding and strong brand partnerships play in the success of a music festival through a combination of in-depth interviews, on the ground observations, academic research, and industry trend analysis. The research will compare the markets of Spain and Portugal with those of Belgium and the Netherlands. With a particular emphasis on these markets but not limited to them, the study seeks to shed light on the trends, parallels, and differences that exist within the music festival landscape. The ultimate goal is to advance knowledge of branding and partnership strategies and the effects they have on the festival industry in a larger context.
Publication Date
7-1-2023
Campus
Valencia (Spain) Campus
Award
With Distinction
Recommended Citation
Verbeeck, Dries. “More Than Just a Festival.” Master's thesis, Berklee College of Music, 2023. https://remix.berklee.edu/graduate-studies-global-entertainment-business/374.