ANALYSIS OF THE COMMUNICATION STRATEGY, CORPORATE BRAND IMAGE AND EVENT MANAGEMENT OF THE PALENCIA SONORA MUSIC FESTIVAL

Abstract

Palencia Sonora is an independent mid-sized music festival held annually in Palencia, Spain, now in its twenty-third edition and under the same two founders since 2004. This study examines its communication strategy, corporate brand identity, and event management through a single case study. The theoretical framework applies concepts from Argenti, Cornelissen, Capriotti, Aaker, Bowdin, and Van der Wagen. The analysis finds a festival with a coherent corporate identity, a strong institutional stakeholder network, and an attendee experience that functions as a deliberate communication output. The communication strategy operates effectively in practice but without formal documentation, private sponsorship remains underdeveloped relative to the festival's reputational position, and the communication infrastructure rests on the institutional memory of two people rather than on documented systems. Strategic recommendations are proposed across communication planning, brand management, and organisational continuity.