Usage of CIT Method to Evaluate the Brand Image of the Festival

Saint-Petersburg is the place where many different events always tale place. Based on the reports of the government, number of festivals in the city has been rapidly increasing during the last 10 years; therefore, organisers of such events face a tough competition on the market. To attract new visitors and to maintain old ones is a challenge that they have to face. One of such festivals is “Starcon” - a festival of self-expression, science and pop culture in Saint-Petersburg, it is held annually. As it was mentioned before, there are many various festivals and motives of people to visit the event can be different, hence, appealing brand image that corresponds with expectations and values of visitors needs to be constructed. Thus, the motives are influenced by a brand image, which is according to a definition is a combination of design, name, term, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors [the American Marketing Association, 1960]. Therefore, a brand image in the competition plays an important role and needs to be studied. Hence, the aim of this paper is to find out and analyse factors which have a positive influence on the brand image of “Starcon” in the opinion of visitors. The research provides information on what motivates people to go to an event, what is associated with brand image, what functions does brand have, defines the method of critical incidents which is used in the paper and identifies which parts of the brand are positive in the opinion of visitors. Thus, the most influential on the brand image groups of incidents were contests, masterclasses, internal feeling, audience in general, programme in general and atmosphere; this information can be used by organisers of the festival in order to improve mentioned parts. The paper also provides suggestions for further research regarding “Starcon” festival and other events.