Big Mountain Music Festival's Brand Communication Strategies

Abstract

This qualitative research was conducted to understand the strategy of Big Mountain Music Festival brand communication. Brand communication and marketing communication concept were the conceptual framework used to analyze textual and document data. The research found that Big Mountain Music Festival had guidelines for branding, consisting of defining different brand positioning from competitors' brands. By choosing names and symbols in order to represent the presentation. "Big Mountain", located in Nakhon Ratchasima province, was named after the location where this festival happened. “Big Mountain meant "Khao Yai", in Thai language. “Big Mountain” was like a starting point for people to know this music festival, and choosing "cow" as a symbol of the music festival because “Khao Yai” was viewed as the capital city of the cow of Thailand. There was also image creation and continuous credibility in the brand by bringing various musical genres to show at the event. As a result, this music festival was like a culture for people who love song and music. Participants listened to music that they like which couldn’t’t be found anywhere else. That was the reasons why “Big Mountain Music Festival” had been continuously popular throughout 10 years. Regarding the marketing communication of Big Mountain Music Festival, it could be concluded that the operation was planned under the concept of integrated marketing communications which consisted of market segmentation according to consumer behavior and defining objectives which emphasized on desired behaviors much more than realization behavior, communication strategy, marketing tools and marketing communication.