2. Brand activation is…
the process to create POSITIVE EXPERIENCE that get people to think, feel, sense, act and
relate to a brand.
marketing INTERACTION between consumers and the brand where consumer can
understand the brand better and accept it as a part of their lives.
A brand can be activated in a range of situations, best summarized in four cornerstones:
Products and services, Employees, Identity and communication.
BRAND ACTIVATION
3. Brand activation platform is…
a physical or emotional spaces in consumers lives that enables the brand to interact
distinctive and meaningful way
Where only brand can create the most positive experience of consumer based on
consumer insight and brand position
By executing brand communication Idea
BRAND ACTIVATION PLATFORM
4. Brand activation Idea is…
Creative theme derived from the Brand activation platform, that can work across channel
specific activities to achieve the brand’s marketing and communication objectives.
BRAND ACTIVATION IDEA
5. Where your brand can work to achieve the brand’s marketing
and communication objectives.
PR
Event
Sponsorship
Sampling
Are 04 main channels for brand activation.
BRAND ACTIVATION CHANNEL IS
6. EXAMPLE: KOTEX
Insight: I want to be comfortable and confident in the “red day” to show my own personality.
Brand Idea: Empower Vietnam femininity
Brand communication Idea: tự tin khoe cá tính
Brand activation platform
Dance
“Tự tin khoe cá tinh” can be executed by
Dance, sport, sing, fashion, lifestyle
Brand activation Idea
Dance contest Bước nhảy
xì tin
Dance film, dance contest, dance tv show,
dance offline, dance club, dance school
Brand activation channel
PR, sponsorship, event, sampling
PR & Event
