Případová studie: hudební festival

This bachelor’s thesis examines the marketing strategy and brand building of the Colours of Ostrava music festival from the perspective of visitor perceptions. The aim of the thesis is to determine what associations, values, and emotions the festival evokes in visitors, to what extent their perceptions align with the communicated brand identity, and which aspects of the experience have the greatest influence on audience loyalty. The theoretical section examines key concepts such as branding, customer experience, perceived value, and loyalty, and introduces the expanded 7P marketing mix, which serves as the analytical framework for the empirical analysis. The research is presented in the form of a case study based on the triangulation of data from three sources: content analysis of official website and social media, complementary analysis of media coverage and user reviews, and an online survey among festival visitors. The results show a predominantly positive perception of the brand, which is primarily associated with genre diversity, uniqueness, reach beyond the region, and high organizational quality. The communicated brand identity largely aligns with both visitors’ perceived image and the festival’s external image. Differences were most evident regarding perceptions of the redesign and evaluations of additional services, with food and beverage services identified as a key area for improvement. The conclusions of this study were used to develop recommendations aimed at strengthening brand consistency, enhancing perceived value, and fostering long-term visitor loyalty.