IntroductionThis is the report that aims at the marketing theory of the topic virtual brand festivals. It is the technique used to add excitement in the minds of customers and to attract people towards their product. To organize a party the brand needs a group of people who will spread awareness about the parties using the internet in one way or the other. Brand owners create several communities that spread awareness of the events so that more customers can learn about the brand's product. This article described how virtual brand festivals relate to the company called Pepsi. These brand communities contribute their efforts to building brand awareness and organize events based on new product announcements. He also keeps the company updated on social media. Brand festivals with the help of community cover the boundary of users of a brand from every angle who will ally with each other. . The community mainly creates different brand parties and events to build and maintain good relationships with customers. This will help strengthen the core of the relationship. The report contains all secondary information collected from various sources such as academic and non-academic references. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Assembling Virtual Brand Festivals Virtual brand festivals are festivals that take place in a technical way. They are cheap and increase significantly. Some experts believe that the goal of web-based branding is to make buyers consistently perceive a brand. Virtual branding also includes communication and joining the online network. Ads containing the company's content repeatedly appear, they are one of the methods of social branding. In theory, the simple term is online branding done with the help of using the World Wide Web which creates a different kind of branding. This is the most effective marketing process in today's world of digital advertising. The development of the Internet and technologies has made the virtual brand festival more effective. Many companies have their own websites and online channel which includes search engine, online press release, question and answer sessions, pop-up ads and online marketplace which helps take their platform to an advanced level. This method will help consumers gain awareness and connect easily and thus build a strong relationship. With the help of the internet, the organization can organize different brand festivals and connect with customers globally. They can reach their customers easily. According to today's trends, people are more interested in the Internet and have become a constant user of the Internet. People of different age groups are surfing and exploring the internet and the number is increasing day by day. Conducting brand festivals would help create loyal customers and attract new ones. The brand spreads easily and many customers will be aware of the brand. Virtual advertising includes various social media platforms such as YouTube, Facebook, Twitter, Instagram, LinkedIn. Companies organize parties in their social networking platforms which keep updating the followers about the developments and initiatives made by them related to the brand. The media platform helps people or followers to stay updated about the product such as new product launches, brand promotion events, services etc. The key is to regularly provide targeted, shareable content on relevant networks, and social media is the oneplatform that can help you achieve it. This will engage customers in communicating and interacting with questions about the product and create a brand presence in a positive way. However, it is not necessary that you can reach companies all the time, that's why the brand develops the brand community with the help of the Internet. This community plays a role of a mediator, who would likely help with simple queries and spread awareness of the latest launch events and promotional events. For this, potential customers are thoroughly recognized and a trusted group is created to advertise the product. People would go to the community page and be aware of product updates. Conducting brand festivals will help gather more information about customers as they share their opinions, therefore the brand can match the product model as per the needs and requirements of the customers. Role of Community in Virtual Brand FestivalsThe term community, in short is the group of people who enhance the fundamental relationship between customers. These groups work on brand development and coordinate with users of the brand's product. In other words, it is the easiest way to advertise the brand and acquire loyal customers. The community helps the brand develop their platforms, so a small company will no longer be small after earning the community's trust. There is a direct relationship between the community and the brand. The greater the number of users, the greater their profit and trust in the brand. The brand community has built a separate platform among other advertising and marketing agencies. Having a strong and loyal brand community can turn a small brand into a success if it is encouraged and appreciated properly. The company will be able to know their reach and growth with the help of these communities. The brand community helps in identifying customer needs which could be their complaints or questions regarding the updates, thus satisfying them and building customer satisfaction and trust. As we all know what the role of community is, the main thing is how to build the community. The initial part is to understand the customers, the audience and their potential. The launched product must be reached in every hand, even if advertisement is published about the product, it does not need to spread globally. In today's world social media plays an important role in virtual advertising. Ethical Challenges Since the coin has two sides, this process also involves other ethical issues. Internet users are numerous and will lead the brand to address challenging issues. Sometimes, the system would be overloaded with information and some people may not be able to understand and create a lot of confusion. The comments and reviews of each individual customer cannot be taken into consideration and revised. To damage the brand, anti-brand communities will make negative and false comments with fake profiles. New users or the person who doesn't have much knowledge about the brand will have a bad impression. In addition to this, those who want to diminish the brand's image would opt for irrational activities such as spreading misinformation and sharing negative ratings. Some would even try to pay someone to post negative (to decrease brand value) and positive (to increase brand value) comments. Relationship with Pepsi (how it applies) Pepsi is the largest beverage company. Pepsi organizes these virtual events in a more innovative way. In 2015 Pepsi ranked 5th among the top 10 innovative brands and in 2016 it reached 4th place. Pepsi organizes numerous concerts.