Brand Activation - Definition

Here is a simple definition of 'What is Brand Activation'

Brand activation can be defined as marketing process of bringing a brand to life through creating brand experience.Next question now is what to activate? Generally, the core features or brand values of a brand are used for activation. That’s what every brand manager strives to achieve i.e. communicating their brand values to their target customers. But a word of caution here: select only one or two features or brand values to activate. Don’t try to communicate each and every detail of your brand. One has to appreciate the fact that branding is based on the concept of singularity.This concept assumes a greater significance in case of services which are intangible in nature.

Benefits of Brand Activation:

1. You can convey your positioning using brand activation.

2. It supports your ad claim if used carefully.

3. Distortion is minimum in this case.

4. It increases your brand salience.

5. Helps in revitalizing a brand.

6. Brand activation can elicit customer insights as people interact with the brand.

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