| Abstract [eng] |
The Master's thesis analyses the development of the brand image of music festivals for the benefit of the local community. Music festivals not only represent art and music, but also contribute to the strengthening of regional cultural identity and the well-being of local communities, but in a competitive market, the challenge remains to ensure their uniqueness and lasting appeal. Branding becomes a key factor in clearly defining the identity of a festival, attracting different audiences and promoting the development of local cultural life. The subject of this thesis is the development of a brand image for the benefit of the local community. Based on the studies reviewed, it can be argued that relatively little research has been conducted on the branding aspects of music festivals, asking how they contribute to the well-being of the local community. This paper seeks to identify how the brand image development of music festivals contributes to the wellbeing of the local community. The thesis consists of three main parts: theoretical, methodological and empirical. The theoretical part reveals the theoretical concept of brand image. The elements of the brand image development process are identified. The components of brand image formation in the context of music festivals are identified. The strategic aspects of brand development for music festivals in terms of enhancing the well-being of the local community are outlined. The methodological part of the thesis presents the empirical research design, research methods, sample and instruments, research organisation, process and ethics. In order to assess the strategic decisions of the brand image development of the selected festivals - Žagarė Cherry Festival, Naisiai Summer Festival, Baltic Culture Festival and the extreme music festival Kilkim žaibu - and their contribution to increasing the well-being of the local community, a qualitative research using a case study strategy was chosen for the empirical research. Nine festival organisers were interviewed through semi-structured interviews. The interview questions were divided into two main themes: the image of the festival and the strategic elements defining the festival brand and its distinctiveness, and the impact of the festival on the local community. A content analysis of the festivals' social networking platforms on Facebook was carried out. In the empirical part of the thesis, after analysing the strategic elements defining the brand of the festivals, the image and personality of the festival, the visual identity and the marketing strategies of the festivals were explored. The activities that ensure the success and sustainability of the festival are analysed. The study shows that all three festivals pay particular attention to their branding. These festivals have unique brand elements that reflect their values and mission and attract their target audience. The festivals are organised by strong teams that strategically plan, manage and implement the events. They have a significant impact on the local community. By creating cultural wealth, it also builds psychological well-being, community pride and a sense of belonging. Collaborative activities contribute to the social well-being of the community. Festivals contribute to environmental management in order to create an attractive environment for visitors. Visitor flows stimulate tourism development and contribute to local economic prosperity. Cooperation with local organisations, partnership building and cultural integration create long-term value for both the local community and festival visitors. In summary, the development of the brand image contributes to the well-being of the local community. |
