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| Author: | Smith, G. |
| Title: | Pop goes the budget |
| Journal: | Strategies Europe
2001 : FEB, 5, p. 16-17 |
| Index terms: | BRANDS BUDGET MUSIC |
| Language: | eng |
| Abstract: | It is only logical that as brand equity becomes the sine qua non for staying afloat in a chaotic marketplace, leverage is being sought in areas that were previously considered to be beyond the mainstream. For example, what exactly do the likes of Levi's and Gauloises expect in return for partnering a French music festival renowned for its 'adventurous' programme? And how do festival organizers persuade the marketing departments of these corporations that their considerable investment will bring value to their brands? |
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