1) Brand activation involves creating marketing interactions between consumers and brands to help consumers better understand and accept brands as part of their lives. 2) It is important to emotionally connect brands with consumers at the right time, place, and way to motivate consumer commitment. 3) Benefits of brand activation include conveying positioning, supporting ad claims, increasing brand salience, and eliciting customer insights.

1. BRAND
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ACTIVATION
At the centre of any engaging experiential campaign lives
A BIG IDEA.
But that big idea must be brilliantly executed, relevant, robust,
campaignable, measurable, easily understood, affordable, legal,
imaginative and deliverable.

2. Live Public Events
3rd Party Brand Partners
Brand Theatre
Strategic Partnerships
Product Launch
Sampling & Selling
Sponsorship Activation
Integrated Promotional Campaigns
Festival Activity
Conferencing & Exhibitions
Ambush Marketing
Corporate Events
Shopping Centre Roadshow
Brand Activation
A marketing interaction between consumers and the
brand, where consumers can understand the brand
better and accept it as a part of their lives.

3. To activate brand demand, we have to ignite the passion
of the consumer with the power of a big idea.

4. There is a need to emotionally connect the brand with the
consumer at the right time, in the right place and in the
right way, thus motivating consumer commitment.

5. By turning insight into action, the brand’s reason to believe
becomes more acceptable and understanding, and the
opportunity to purchase becomes more promising.

6. It is important to understands the consumer decision
making process in the targeted segment.
Awareness: The ability of the consumer to recall the brand…
Knowledge: The ability of consumer to recall the important attributes of brand…
Liking: The attitude of the consumer towards the product…
Preference: The degree to which a consumer feels more positive about the product…
Conviction: The likelihood that the consumer will purchase the product…
Purchase: The acquisition of a product or service…

7. Brand Activation relates to building
a brand culture and powerfully delivering to
both internal and external audiences

8. A brand can be activated in a range of situations, best summarized in
four cornerstones;
Products and services,
Employees,
Identity
and Communication.
What to activate
When activating a brand, look for the core features that constitute
the brand. It might be the communicated position or promised customer
benefit, or the company vision or people policy – strategies and tactics
that often are relevant for the whole company. Therefore, effective brand
activation starts with a defined brand.

9. Benefits of Brand Activation:
1. You can convey your positioning using brand
Brand activation.
Idea 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
Prospects as people interact with the brand.
Targeted
Context
Message
Brand activation = Interaction
New media has caused a revolution in communication:
the simplicity of interaction. Almost everyone has access to
internet. Stimulate people to interact. A Brand Activation platform
often has a site at the basis. The consumer accesses the site of his/her
own accord and therefore wants contact. A wonderful opportunity to
offer an experience that influences the buying process.

10. BRAND ACTIVATION BRANDING
•Maximize fan/consumer interaction and dwell
time
•Trigger interactivity and empower consumer
activation
•Provide a unique platform for sponsorship
opportunities
•Enroll the usage of social media to promote
communication and collaboration across the
user base
•Create diversified experiences which will
appeal to numerous consumer types, from
intense users to a casual audience
Agencies and brands are continually seeking revolutionary and
innovative methods to activate their brands and deliver greater ROI
than traditional marketing and advertising campaigns.

11. THANK
YOU
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