Estratégias de Marketing e Branding no Rock in Rio - Brasil

Abstract

The events are considered an essential motivator of tourism. Allied to marketing strategies, branding is brand management, used with the vision of leveraging not only the brand as an asset but also with the proposal of working the image, value and loyalty that tend to consolidate it. This study aimed to identify and analyze the evolution of marketing and branding strategies used at Rock in Rio, throughout its eight editions in Brazil. It was used as a research methodology qualitative approach in an exploratory study, with bibliographic and documental research with the use of analysis related to digital marketing and branding strategies. It became evident that the event developed branding actions that valued the brand, providing each edition with new experiences to add innovation, differentiation and positioning to the event.