Konsten att positionera sig
En studie om festivalers identitet, positionering och om kunders relation till festivalers märkesidentitet.
BrandsBrand identityBrand equityPositioningSegmentationDifferentiationCustomer relationsIdentity prismCore valuesSwedish festivalsFestivals.VarumärkenMärkesidentitetBrand equityPositioneringSegmenteringDifferentieringKundrelationerRelationerIdentitetsprismanKärnvärdenMarknadsföringFestivaler
The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows:What characterizes festivals brand identity and positioning on the current Swedish festival market?This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews. We interviewed in total 17 people who all have vast knowledge in our field of study. Five of our respondents have great knowledge within the festival business while the other 12 are experienced festival attendees. In our final chapter we present our conclusions that we have reached through our analysis of the empirical materials that we have weighed against theoretical framework. The conclusions we have reached are that the festivals are dependent on their core values which is a part of their brand identity, that in turn defines their positioning on the market. Festivals also need to offer added value in order to attract new customer and to maintain their current relationship to their customers.