1. ASSIGNMENT 8.1
BRAND ACTIVATION
LE HOANG THACH & NGUYEN NGOC TRAM

2. PEOPLE USUALLY THINK THAT
BRAND ACTIVATION IS…
BUT ACTUALLY, IT’S MORE THAN THAT…

3. WHAT IS BRAND ACTIVATION?
Stand out of the clutter & obtaining
differentiative & competitive edge
Build brand love
to
Change consumer’s behavior &
attitude toward brand
to
The interaction/
integrated brand
experience (to
think, feel, act &
relate to a brand)
to bring the spirit of
brand to
customer’s life in a
distinctive way.
to
A PULL method to reach BRAND VISION
to
Enhance brand image & equity
Positively affect to the purchase intent

4. BRAND ACTIVATION PLATFORM/ IDEA/ CHANNEL?
BRAND ACTIVATION PLATFORM
BRAND ACTIVATION IDEA
BRAND ACTIVATION CHANNEL
A physical or emotional space in consumer’s life that
enables the brand to interact in a distinctive and
meaningful way.
Creative theme which is developed from Brand
Activation Platform that can work across the
channels or specific activities to achieve brand’s
marketing and communication objectives.
a system or method that is used to interact
and give customer integrated brand
experience to bring the spirit of brand to
customer’s life in a distinctive way.
Point of sales
Newspaper
Billboards
Mobile / SMS
Road shows
Television
Direct marketing
Web online
Cinema
Sampling
Magazines
PR
Word of Mouth Sponsorship

5. BRAND ACTIVATION PLATFORM/ IDEA/ CHANNEL?
BUSINESS TIMELINE
BRAND ACTIVATION PLATFORM
Channel
Channel
BRAND
ACTIVATION
IDEA 1
BRAND
ACTIVATION
IDEA 2
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
BRAND
ACTIVATION
IDEA 3
Channel
Source:
http://www.slideshare.net/mauricemaas/brand-activation-strategy-1104369?from_search=16
http://www.slideshare.net/ansary75/brand-activation-14782813?from_search=20
http://www.slideshare.net/aasifhussain/brand-activation-22550370?from_search=1
Channel

6. BRAND ACTIVATION PLATFORM/ IDEA/ CHANNEL - EXAMPLE
Example:
Business timeline
BRAND ACTIVATION PLATFORM: Fashion
Brand Activation Idea: Pure fashion
•
•
•
•
Brand Activation Idea: Fashion & Passion
Aquafina Pure Fashion Contest
Aquafina Lookbook
Aquafina Pure Asian Fashion Show
TVC, website, print ads…
•
•
•
CHANNEL
TV show
Aquafina Lookbook
Website, Newspaper…