Brand activation An An – Hiếu Hiếu

Brand activation is…

the process to create POSITIVE EXPERIENCE that get people to think, feel, sense, act and relate to a brand.

marketing INTERACTION between consumers and the brand where consumer can understand the brand better and accept it as a part of their lives.

A brand can be activated in a range of situations, best summarized in four cornerstones: Products and services, Employees, Identity and communication.

BRAND ACTIVATION

Brand activation platform is…

a physical or emotional spaces in consumers lives that enables the brand to interact distinctive and meaningful way

Where only brand can create the most positive experience of consumer based on consumer insight and brand position

By executing brand communication Idea

BRAND ACTIVATION PLATFORM

BRAND ACTIVATION IDEA

Brand activation Idea is…

Creative theme derived from the Brand activation platform, that can work across channel specific activities to achieve the brand’s marketing and communication objectives.

BRAND ACTIVATION CHANNEL IS

Where your brand can work to achieve the brand’s marketing and communication objectives.

PR

Event

Sponsorship

Sampling

Are 04 main channels for brand activation.

EXAMPLE: KOTEX

Brand activation platform

Brand activation Idea

Brand activation channel

Insight: I want to be comfortable and confident in the “red day” to show my own personality. Brand Idea: Empower Vietnam femininity

Brand communication Idea: tự tin khoe cá tính

Dance film, dance contest, dance tv show, dance offline, dance club, dance school

“Tự tin khoe cá tinh” can be executed byDance, sport, sing, fashion, lifestyle

PR, sponsorship, event, sampling

Dance

Dance contest Bước nhảy xì tin

PR & Event