In the event hierarchy, the need family consists of the core need satisfied by using events which is brand building with interaction followed by the event family, which consist of the various categories of events that satisfy the core need.
The event class consists of those events with functional coherence for example music, festivals and events for the film industry. An event line is made of that group of events such as artists within an event class that are closely related; for example musicians, star performers, etc.
The event type is defined by the concepts within an event line that share one of several possible forms of an event. Branded events are exclusive and identification of events with the sponsor is the main idea behind the event in that it can be literally stated that the brands own the show.
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For example, the Smirnoff International Fashion Awards (SIFA). In fact, some television based event shows such as the TVS Sa Re Ga Ma and Close Up Antakshari are live examples of branded events with artistic expression combined with a touch of competitive spirit used as the concept for the events.
An event therefore can be further defined as a distinct execution within an event line that is distinguishable by its core concept or any other variation such as budget, time etc.
Each of the event categories and several variations of events are discussed in detail in the following sections. Since the client sees an event in its entirety as a product offered by the event organiser when using an outside agency, an event as a product per se can be defined in terms of events that are professionally organized by an independent agency.