What is meant by brand activation? What purpose does it serve in the marketing field?

Brand Activation is a marketing discipline, and is a relatively new term in the industry. Brand Activation is the art of driving consumer action through brand interaction and experiences. In simple terms, the key aim of these sorts of campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections. Brand Activation campaigns take many forms and may involve some, or all of the following: • Consumer promotions • Experiential Marketing • Digital campaigns • Shopper Marketing • Sampling campaigns

Brand Activation in order to activate consumers; continuous addition of all available communication means in a creative platform.

Brand activation is when you actively try to make the audience feel the presence of your brand through several strategies....

Brand Activation leads to develop the customer interest towards the product, It enhances the customers to come and buy that brand with the best possible features which helps the customer to remain loyal to the brand.

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Brand Activation can be defined as marketing process of bringing a brand to life through brand interaction and experiences. It's about engaging consumers at an emotional level and driving them to take action. The stronger the emotional connection, the better off the brand will be (people will buy it more frequently). The close connection between the customer and the brand can be built through various brand experiences. These experiences are aimed at educating, motivating and interacting with the customer. Brand Activation is relatively a new "term" in the industry.

The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, the society and the brand (i.e. company). And trust is one of the key factors to create loyalty between consumers and brands.

Benefits of Brand Activation includes:

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.

Activation shifts the focus to the core of marketing: stimulating the buying process. There are various reasons why this focus is so important and why advertisers opt for Brand activation instead of the traditional campaigns. Brand activation addresses the key issues in marketing and it takes many forms and may involve some, or all of the following:

Consumer promotions, Experiential marketing, Digital campaigns, Shopper marketing (path to purchase), Sampling campaigns, Sponsorship and partnership leverage, and Brand engagement.

To activate a campaign successfully, you need a mix of the following elements: market insight, budget, strong adaptable concepts, consumer desire and interest, integrated support, sufficient time in market and eye-catching creative and support materials.

Lets have an example to clarify brand activation.

Example can be the LUX beauty contest. Lux is a beauty soap. its proposition is to increase your beauty and the brand personality is the young sucessful beautiful women. the brand idnetifies itself with beautiful celebrities, i.e. film stars like Aishwaria Rai of India. combining all these brand elements you develop and implement Lux beauty contest. you select the most beautiful girl of the nation and she gets her crown from Ash. She wins loads of prizes from LUx, gets her cosmetics and other beauty products courtsey of Lux and lastly she gets selected for the new-face of next upoming film of Yash Chopra as the new debutant. If she really can prove herself then the tinsel-world is all hers and she becomes a STAR.

So you are taking an ordinary girl and making her a star courtsey of Lux. this is Lux Brand Activation. Making one girl live the life in the Lux way while stimulating the aspirations of million other girls, who dreams to be the star. they start to think "if she can be star why not me". Well not every girl who uses Lux becomes star but they strive to be.At the end of the day, all this is done to increase brand sales, awareness and loyalty.

Brand Activation is a marketing discipline and is a relatively new term in the industry. 

The Purpose of Brand Activation is to drive consumer action through brand interaction and experiences. In simple terms, the key aim of these sorts of campaigns is to get consumers to act.

Brand activation is the integration of all available communication means (Public Relations, Above the line, Below the line, Digital, Mobile, Events,etc.) in a creative platform in order to activate consumers. Activation means stimulating: interest, trial & loyalty.

In simple terms; it is utilizing marketing channels to engage consumers. It's purpose being to increase brand awareness and ultimately increase sales.

I agree with the experts featured Answers

Brand must be distinctive

And indicate the type of commodity

And easy to understand

What more to convince the client and the presence of the brand, foundation of marketing is based on the brand, what the marketing process must be carried out for a particular product, and if the customer knew that this product has a brand will trust it and buy it, because he knows that behind the brand company respects the brand and maintain it .