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ASSIGNMENT 8.1 - BRAND ACTIVATION
Brand Activation Definition Brand communication Big Idea Message Brand Promise Consumer Experience Brand activation A process of bringing brand’s promise to consumer through EXPERIENCE conveying Brand Communication Big Idea
Brand Activation Platform Definition A physical or emotional space in Physical space Emotional space consumers’ lives where brand can interact in a distinctive and meaningful way, fueling several Brand Activation Ideas
Brand Activation Idea Definition Creative theme derived from Brand activation platform works across channel specific activities, to achieve the brand’s marketing and communication objectives Brand activation Platform
Consumer touch points where brand activation idea can reach them and create interactions TV, Radio, Print, Direct mail, CRM, In-store, Out of home Public relations, Flyer ads, Website, Channel/Trade Marketing, Paid/owned/earned media Communication Brand Activation Channel Definition Sweepstakes, Coupons, New product launch, Special packs, Displayers Promotion Experiential marketing, Sampling, Ambassadors, Exposure, Trade shows, Consumer engagement Direct Marketing Event Marketing Email, Search Engine Marketing, Search engine optimization, Targeted awareness, Facebook, Twitter, Mobile Strategic alignment, Planning, Acquisition, Leveraging, Spokespeople, Cause related marketing Social Media Sponsorship
Brand Activation Example Communication Big Idea Brand Activation Plarform Brand Activation Idea 1 Nếm trọn từng khoảnh khắc Người trẻ nắm bắt cơ hội, tận hưởng từng giây phút trong cuộc sống Nắm bắt tình yêu, vượt qua ngại ngùng cùng YoLove Brand Activation Idea 2 Cụ thể hóa những việc mình muốn làm cùng YoList Brand Activation Channels Mobile – PC application Promotion – PR – Digital (social media, viral clip) Brand Activation Channels Mobile – PC application Promotion – PR – Digital (social media, viral clip)
Thuy tien thao nghi ass 81

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Thuy tien thao nghi ass 81

  • 1. ASSIGNMENT 8.1 - BRAND ACTIVATION
  • 2. Brand Activation Definition Brand communication Big Idea Message Brand Promise Consumer Experience Brand activation A process of bringing brand’s promise to consumer through EXPERIENCE conveying Brand Communication Big Idea
  • 3. Brand Activation Platform Definition A physical or emotional space in Physical space Emotional space consumers’ lives where brand can interact in a distinctive and meaningful way, fueling several Brand Activation Ideas
  • 4. Brand Activation Idea Definition Creative theme derived from Brand activation platform works across channel specific activities, to achieve the brand’s marketing and communication objectives Brand activation Platform
  • 5. Consumer touch points where brand activation idea can reach them and create interactions TV, Radio, Print, Direct mail, CRM, In-store, Out of home Public relations, Flyer ads, Website, Channel/Trade Marketing, Paid/owned/earned media Communication Brand Activation Channel Definition Sweepstakes, Coupons, New product launch, Special packs, Displayers Promotion Experiential marketing, Sampling, Ambassadors, Exposure, Trade shows, Consumer engagement Direct Marketing Event Marketing Email, Search Engine Marketing, Search engine optimization, Targeted awareness, Facebook, Twitter, Mobile Strategic alignment, Planning, Acquisition, Leveraging, Spokespeople, Cause related marketing Social Media Sponsorship
  • 6. Brand Activation Example Communication Big Idea Brand Activation Plarform Brand Activation Idea 1 Nếm trọn từng khoảnh khắc Người trẻ nắm bắt cơ hội, tận hưởng từng giây phút trong cuộc sống Nắm bắt tình yêu, vượt qua ngại ngùng cùng YoLove Brand Activation Idea 2 Cụ thể hóa những việc mình muốn làm cùng YoList Brand Activation Channels Mobile – PC application Promotion – PR – Digital (social media, viral clip) Brand Activation Channels Mobile – PC application Promotion – PR – Digital (social media, viral clip)