Festival Branding ? Case Study: The Dragačevo Trumpet Festival in Guča

The Dragačevo Trumpet Festival in Guča (The Republic of Serbia) is a unique competition of folk brass bands in the world and one of the most important events of the overall national creativity and cultural amateurism in Serbia. Therefore, Guča represents an event which is used for branding of tourist offer and musical culture of Serbia at regional and international level. The paper delivers the results of a questionnaire research conducted during the 50th anniversary of The Dragačevo Trumpet Festival in Guča (DTF) in August 2010. The results were based on 300 questionnaires. The questionnaire contained, in one of its parts, questions regarding festival branding and influences, i.e. effects which brands (various advertisements of great sponsors and festival donators) may produce and thus leave an impression on perception of each visitor as well as on a destination itself.