ASSIGNMENT 8.1 BRAND ACTIVATION

LE HOANG THACH & NGUYEN NGOC TRAM

PEOPLE USUALLY THINK THATBRAND ACTIVATION IS…

BUT ACTUALLY, IT’S MORE THAN THAT…

WHAT IS BRAND ACTIVATION?

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.

Build brand love Enhance brand image & equity

Stand out of the clutter & obtaining differentiative & competitive edge

Change consumer’s behavior & attitude toward brand

Positively affect to the purchase intent

A PULL method to reach BRAND VISION

to

to

to to

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.

TelevisionMobile / SMS

Newspaper

SamplingWeb online

Magazines

Word of Mouth

Road shows

Point of sales

Sponsorship

Billboards

CinemaPR

Direct marketing

BRAND ACTIVATION PLATFORM/ IDEA/ CHANNEL?

BRAND ACTIVATION PLATFORM

BRAND ACTIVATI

ONIDEA 1

Channel

Channel

Channel

Channel BRAND

ACTIVATION

IDEA 2

Channel

Channel

Channel

Channel BRAND

ACTIVATION

IDEA 3

Channel

Channel

Channel

Channel

BUSINESS TIMELINE

Source: http://www.slideshare.net/mauricemaas/brand-activation-strategy-1104369?from_search=16http://www.slideshare.net/ansary75/brand-activation-14782813?from_search=20http://www.slideshare.net/aasifhussain/brand-activation-22550370?from_search=1

BRAND ACTIVATION PLATFORM/ IDEA/ CHANNEL - EXAMPLE

BRAND ACTIVATION PLATFORM: Fashion

Business timelineExample:

Brand Activation Idea: Pure fashionBrand Activation Idea: Fashion &

Passion

CHANNEL

• Aquafina Pure Fashion Contest• Aquafina Lookbook• Aquafina Pure Asian Fashion Show• TVC, website, print ads…

• TV show• Aquafina Lookbook• Website, Newspaper…