Is There Room for Everyone in the Largest São João in the World?
Branding in Event Management
DOI:
https://doi.org/10.21118/apgs.v16i3.15570Abstract
Context of the case: This teaching case presents the challenges of consolidating branding in the management of the two main parties of Saint John in Brazil, located in the cities of Caruaru and Campina Grande. The narrative describes the conflict between traditional forró artists and city halls and artists from other rhythms, which culminated in the creation of the #DevolvaMeuSãoJoão campaign. Veteran forró artists point out the loss of identity of the June festivities.
The dilemma of the case: In this way, the history, growth and professionalization of “Biggest Saint John of the World” direct the public and authorities to the dilemma about the possible mischaracterization of the branding of these events.
Case closure: The Case makes it possible to reflect on the challenges in the strategic planning of public events to consolidate the dimensions of branding management and the brand mantra in cultural, social and economic aspects. The Case is based on a real situation, and was built with public data founded on news sites.
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