ABSTRACT
This chapter analyses a particular place marketing event, and its relationship to the authentic representation of local and regional culture: the case of La Patum de Berga. Reviewing the effects generated by La Patum, this research analyses the promotion of this event and its cultural representativity. Local branding through events is a common strategy for cities. Despite the importance of this topic, there is a lack of critical research addressing the relation between the promotion, branding and authenticity of the event. La Patum de Berga is an ideal case for analysing this complex relation between branding and authenticity. This chapter therefore focuses on the perceptions and opinions of locals, visitors, participants and experts. In order to analyse these voices, a qualitative content analysis of the gathered interviews was undertaken. The chapter concludes with some critical reflections on the effects of branding and promoting a city through an event such as La Patum.
