Previously, the research in special events focused on the study of strategies orefficiency of individual events. However, this research tried to understand themanagement of special events for brand communication in a holistic manner in order toseek out the pattern and conduct of special events for brand communication inThailand.The research objectives were to explore the meaning of special events for brandcommunication and the factors the event practitioners using as guidelines to createspecial events, the format of special events and the procedure of special eventsmanagement, the relationship between creativity and special events for brandcommunication, and the important skills of Thai practitioners in special eventmanagement. The Grounded Theory was applied as a main research methodology.Data was derived from the observation in 11 created special events of businesscorporations and the observation as participant in an event organiser, as well as indepthinterviews with 6 practitioners. Data from three methods was triangulated toanswer five research questions. Results were as follows. 1) Special events for brand communication were one of the two-waycommunication methods. With the unique characteristic, they created first-handexperience to target audience through five senses - form, taste, smell, sound and touch- in order to provide interaction between target audience and the brand. To createspecial events, the practitioners commonly considered three important factors:communication objectives, target audience and key messages.2) The formats of special events found in this study included Product Launch,Press Launch, Thank-you Party, CSR Events, Media Events, Dealer Conferences,Concerts, Exhibitions, Internal Conferences and Road Shows.3) The procedure of special event management fell into four stages, starting fromresearch, detailed planning, execution and evaluation.4) Creativity was the significant element in the special event management andplayed the major role in proposal design process. However, the creativity must serveorganisation’s marketing strategies as well. Therefore, special events not onlycommunicated brand creatively, but also reflected brand identity.5) The important skills for Thai practitioners in special event managementincluded 7 skills, namely knowledge, management, problem-solving, teamwork,communication, computer, and personal qualification such as hard-working, fastlearning, or attention to details.