Brand Lands as a tool for brand presentation

The subject of this thesis is the analysis of the significance of brand staging in modern brand management and its impact on event marketing. Drawing on marketing research findings from the field of corporate communications as well as brand-related strategies, this thesis aims to illustrate the impact of 'Brand Lands' in experience-oriented event marketing, using the FC Bayern Erlebniswelt as a case study. Ultimately, the thesis demonstrates how 'Brand Lands' can serve as a successful tool for brand staging in the long term.