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International Journal of Business, Education, Technology and Sciences

Volume no. 1 | 2023/12
Issue no. 1


Title
In Search of the Barako: Festival Branding Challenges for the City of Lipa, Batangas
Author
Andrho A. Magabo and Vee Jay C. Dalisay
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Abstract
This study explored the festival branding challenges for the City of Lipa, Batangas. This study sought to identify the challenges encountered in branding a festival in terms of product identification, organizing, implementation, and execution. Finally, it aimed to develop a framework targeted to helping the city of Lipa come up with a festival brand for itself. This study used a phenomenological approach to achieve its research objectives. 10 key informants who are important stakeholders in the branding, planning, and management of a festival at the local level served as the study participants. These participants were asked to answer several questions in a structured interview, the responses from which underwent thematic analysis to identify, analyze, and interpret patterns in the collected data. Based on the analysis, 4 major themes with a total of 11 subthemes emerged from the responses. The major themes in the study are the challenges encountered in Lipa City’s festival branding in terms of product identification (with subthemes A Plethora of Products, Confusion among Lipeños, True Ownership of Kapeng Barako, and the Barako Attitude), planning (with subthemes Need for Strong Organization, Clash of Visions, and Budgetary Constraints), implementation (with subthemes Political Colors Apart and A Dozen Dates), and execution (A Few are Aware and Festival Non-negotiables). The researchers came up with the KABARAKO Framework which stands for KApe at Karangyaan, BAyanihan, RAtipikasyon, and KOmunikasyon. The framework presents key points and strategic directions that aims to help Lipa City develop a solid brand identity for its local festival.
Keywords
Festival Branding, Festival Tourism, City Branding, Barako, Lipa City
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