Brand Building as a Performance
The following article is an attempt of description phenomena of corporate spectacles in an anthropological perspective. It focuses on the roots of corporate performatics in terms of carnavalization of culture, play, entertainment, self-presentation, acting and also criticism of consumptionism — phenomena typical for contemporary culture related to part of company’s activities focused on brand building, in particular its subdomain: experiential marketing. The structure is based on 2 types of acting performed by the corporations: presenting oneself, and creation of spectacles. The author aims not only at underlining the strong bonds between brand building and anthropology of spectacles but also attempts to describe the ritual roots of most of branding activities.