Glossary

An event brand is an event that takes place regularly and is perceived by people as attractive or even desirable. It therefore has a strong appeal.

How does an event become a brand?

This is how you can recognize a strong event brand: it offers unique, specific experiences. That's why it is widely known beyond its core target group and fan community. Its distinct specificity clearly sets it apart from its competitors.

These are the success drivers for event brands:

• Clear timing: if an event always takes place according to the same laws - every year, at the same time, in the same place - it creates a highly efficient and long-lasting attractiveness. Nevertheless, the effect of this kind of timing is usually underestimated.
• Concentration on a core theme: If an event wants to become a brand, it needs a strict, unmistakable focus. The temptation to use the presence of many participants for other things is great. However, a broad focus would stand in the way of the requirement that an event brand must be unmistakable. Event brands therefore need boundaries, just like other brands.
• Emotional added value for visitors: Large brand events create a sense of community and belonging. They socialize their theme far beyond the narrow fan community.

There are these types of event brands

• Location: Event brands are often inextricably linked to a venue.
  Example: the Glastonbury Festival
• Time: Some are linked to a specific time.
  Example: the New Year's Concert of the Vienna Philharmonic
• Tradition: Others focus on strong themes - often with historical origins - and bring them to life in a unique way
  Examples: La Biennale di Venezia, Bayreuther Festspiele
• Needs and desires: Other attractive event brands fulfill life needs.
  Example of the need for knowledge: SXSW Conference
  Example of the desire for freedom: Burning Man
  Example of the need for belonging: New York Fashion Week

Destination brands benefit from event brands

Strong event brands can have a considerable influence on the success of destination and regional brands, as they make their values directly tangible. They contribute to their brand core.

• Example Brazil and Rio: Rio de Janeiro Carnival, it shows samba and joie de vivre
• Example New Orleans and Louisiana: Mardi Gras in New Orleans embodies jazz and diversity
• Example Kitzbühel: Hahnenkamm race, emphasizes the sport and lifestyle of the place.

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