The Role of Cultural Music and Festivals in Managing Brand Perception
Cultural Music and Festivals influence brands in South West Nigeria
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This work examined the role of cultural music and festivals on the perception of beer brands in Nigeria. In today¿s society, there is a growing sense of cultural identity/regional pride which is causing a lot of people/ethnic groups to associate more with their cultural beliefs. With the rising inflation orchestrated by the tough micro/macro-economic environment, brand managers have resorted to the use of cultural platforms (music, festivals, etc.) and the nuances that offer them access to the people at a very affordable rate when compared with the high cost of conventional advertising which ...
This work examined the role of cultural music and festivals on the perception of beer brands in Nigeria. In today¿s society, there is a growing sense of cultural identity/regional pride which is causing a lot of people/ethnic groups to associate more with their cultural beliefs. With the rising inflation orchestrated by the tough micro/macro-economic environment, brand managers have resorted to the use of cultural platforms (music, festivals, etc.) and the nuances that offer them access to the people at a very affordable rate when compared with the high cost of conventional advertising which in most cases is restrictive due to advertising watershed. Therefore, music and festivals have in recent times become one of the strategic platforms outside football that brand managers explore to target their audience and build emotional resonance. Brand managers have been seen to engage directly or indirectly in the sponsorship of several culture related music and festivals in order to improve on the perception of their brands and connect more with their audiences in an informal way. The two major theories reviewed was cultural transmission theory and cultural identity theory.
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