Marketing Strategy and Brand Building of the Non-Profit Festival Budějovický Majáles

This bachelor’s thesis focuses on the marketing strategy and brand development of the non-profit student festival Budějovický Majáles. The aim of the thesis is to analyze how the festival’s brand is perceived by both visitors and organizers and to formulate recommendations for its further development based on the findings. The theoretical part defines key concepts in the field of non-profit marketing, the 7P marketing mix, brand building, and the specifics of team collaboration in a high-turnover environment. The research combines qualitative semi-structured interviews with current and former organizers and experts from other festivals, as well as a quantitative questionnaire survey among festival attendees. The findings indicate that Budějovický Majáles is perceived very positively as a community-based and authentic brand. Nevertheless, it faces challenges in visual identity, knowledge transfer, and innovation in marketing communication. The thesis proposes specific recommendations for improving brand management, developing its potential to become a lovebrand, and establishing a systematic approach to knowledge sharing across successive organizing teams.