Brand Activation and Its Benefits Majority of marketers are attracted to the brand equity part of brand building as it is easy to carry out and is not easily quantifiable in the short term. That indicates it requires a commissioned market research in order to gauge attitude changes that have been caused by the consumption of media products like outdoor, print, and electronic advertising. The value, which makes up the sales volume side of the brand, can be assessed automatically through a volume drive where you can set particular volume targets for. Brand activation in its most fundamental form is a road show that brings your brand to the people so they can experience it personally. Your favorite musician is a brand and when you go to his live show and experience his music face to face, that constitutes activation. It is referred to as experiential marketing and is an effective way of building experiences with the brand for consumers, especially when you talk about fast-moving consumer goods. Then again, there are products that are not constantly on demand, and sometimes there can be a dip in demand. Brand activation is a strategy you can use to increase sales over a brief period of time. The purpose may be to inform the public on the major characteristics of the product and show it while in use. The advantage of this is that the response will be interactive as well as immediate.
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The concept is captivating because, say, a bottle of dishwashing liquid is a bottle of dishwashing liquid, and brands only exist in consumers’ minds, where perception is the truth. Brand activation, whether in – home or in store and even outdoor, you are re- enforcing the qualities of the brand and impressing even deeper into the awareness of the consumer while they touch and feel and sample your product.
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This activity won’t only create excitement, but also it also puts a stop to the business wondering why a lot of money was put into the product and what its return was. Being involved in the fun activities conducted around the brand, where a lot of prizes may be handed out, is based on actual brand purchases, and that means it will be easier for the sales team to know effectiveness through growing sales. When you build opportunities to bring the brand to life in the appropriate channels, you connect well with the public and give them awareness of the brand. Brand activation, in other words, is what really positions your brand as a part of people’s lives, even for a moment. And that is truly what you must aim for- to make people touch your brand, instead of just hearing about your product, giving them a real encounter that has a greater chance of being embedded into their psyche.