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Abstract

In contrast to classical advertising, event marketing is a dynamic communication instrument that is constantly bringing trends and innovations. The diverse application possibilities and potentials of event marketing make it possible to reach relevant target groups according to the current zeitgeist, to generate brand-relevant realities and worlds of experience, to generate emotions and sympathy values and in this way to create a bond between brand or company and recipients. Enduring brand experience worlds can be seen as a consistent further development of event marketing. Unlike typical branding events, which are limited in time, enduring brand experience worlds create theme worlds that can be experienced, usually for an unlimited period of time. The research paper reflects the development and current state of brand experience worlds. On this basis a systematisation of enduring brand experience worlds is presented and discussed. Similarities and differences of the various types of enduring brand experience worlds are elaborated and critically appraised.