EVENT MARKETING AS A TOOL FOR BRAND PROMOTION IN THE MODERN MARKET

Abstract

Event marketing is a strategic tool for building communication between a brand and its target audience, based on emotional experiences gained through participation in specially organized events. In conditions of high competition and information overload, events become an effective alternative to other communication options. The paper deals with the essence of event marketing, its goals, objectives and key formats, as well as briefly describes current trends. The cases are presented and conclusions about the relevance of the event approach in modern conditions are given.