Festival Sponsorship: Does It Impact Brand Equity?

THE concept of post modernism entails a deviation from the norm. This phenomenon has become a reality in today’s world where there is a deviation from what has traditionally been termed the norm, as is evidenced in today’s popular culture.
Brands, which have come to be identified by their personalities, are also responding to this concept of post modernism and are breaking the walls of traditions in their promotion and metamorphosis. Unlike when advertising seemed the rational and accepted path for brand promotions, followed in sequence by PR and other brand promotional elements, brands have defied tradition, using promotional elements to express their changing and growing personalities. Thus advertising has come to be replaced by CSR, events marketing, reality TV shows, sports sponsorships, festival sponsorships and a whole lot of untraditional promotional elements.
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