Аннотация: The article is devoted to the study of the specifics of integrating branding into event marketing. It examines key brand elements such as visual identity, verbal communication, and emotional experience, and analyzes their role in creating a holistic perception of the event by the target audience. The strategic importance of branding for transforming a one-time event into long-term relationships with the consumer, forming a loyal community, and generating user content is determined. The work also highlights promising trends, including the use of immersive technologies, hybrid formats, and data-driven personalization, which define the future development of branding in the field of event marketing. It is concluded that well-structured branding turns an event into a key asset for building a strong and recognizable brand.