Creating connection through experience : the role of event marketing in shaping brand identity

Abstract

This thesis explores how event-based experiential marketing shapes brand identity in Finland, focusing on the elements that make events more than just one-time activities. The idea came from noticing how crowded the media landscape has become and how Finnish audiences increasingly value authenticity, design, and meaningful experiences over traditional advertising. Events offer brands a way to stand out by creating moments that peo-ple remember and connect with.

The study looks at four key drivers: design choices, value alignment, audience curation, and place context. Using five semi-structured interviews with Finnish event and brand professionals and four case studies; including Slush, Marimekko Day, Flow Festival, and Helsinki’s congress calendar, it uncovers how these factors work together in practice. It also highlights challenges such as sponsorship fit, operational flexibility, and measuring impact beyond attendance.

Findings show that events shape brand identity through five mechanisms: memory-first design using sensory cues and rituals, authentic value alignment, curated audience interactions, modular flexibility, and place as an amplifier of meaning. A three-layer measurement model is introduced to evaluate brand outcomes, engagement quality, and commercial influence. By framing events as strategic environments rather than isolated campaigns, this thesis reflects on how brands can build trust and long-term relevance through experience.

Ultimately, the research adds to the conversation on experiential marketing by showing how Finnish brands leverage events to create identity and cultural resonance. It offers practical recommendations for marketers and event professionals, emphasizing that success comes from balancing creativity with strategy, designing experiences that feel authentic, memorable, and measurable.