ASSIGNMENT 8.1

BRAND ACTIVATIONPHƯỢNG TƯỜNG - VŨ PHÚC

QUESTION 1

Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating:

INTEREST – TRIAL – LOYALTYBringing the spirit of brands to life

Stimulating the purchasing process Bringing the spirit of brands to life

Earn trust and loyalty from the post morden customers

Accountable and delivers

Delivery ideas that genuinely motivate consumersBrings the sprit of the brand to life in a distinctive way

Attention and involvement

Evolution of brands

QUESTION 2

A physical or emotional space in consumers’ lives that enables the brand to interact in a distinctive and meaningful way.

It 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. It acttract to consumer’s emotion and make brand has a chance to interact in a special and meanful.

Creative theme derived from the Activation Platform, that can work across channel-specific activities, to achieve the brand’s marketing and communication objectives

includeds: activities to confirm the message. Media used to creat awareness of activities. Each programme shall be primarily based on one of these target groups and brand’s objective in marketing and communication.

Practical and logical form of integration that enables brand to focus on delivering activities, rooted in the fabric of the brand, that engage with customers

It can be a method such as:sampling, road shows, web online, event, merchandising, in-store promotion…to interact and help consumer intergrated brand experience. About: think, feel, …all about the product and brand). From that, it bring the interest and day by day becomes loyalty in special way

Brand activation platform Brand activation idea Brand activation channels

Example: Close up

LOVE A symbol of Love – Get people closer

Love need a placeCreate the first place ever in Vietnam for couples - which is a symbol of love

EventStreet of love, Interaction Booth

Brand activation platform Brand activation idea Brand activation channels