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 means it necessitates a commissioned market research that will measure behavior changes resulting from the consumption of media products (for example, electronic, outdoor and print advertising). The value, which comprises the sales volume side of the brand, can be measured immediately via a volume drive in which you can set certain 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 singer is a brand and when you go to his live shows and experience his music in person, that is activation. It is called experiential marketing and is a good method of creating experiences with the brand for consumers, especially of fast-moving consumer goods.
Conversely, there are products which are not consistently on demand, and at times there will be a plunge in demand. Brand activation is an approach you can use to grow sales over a short 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 benefit is immediate and interactive response.
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The concept is stimulating because, say, toothpaste is toothpaste, and brands are inexistent except in consumers’ minds where perception is reality. 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 just produce excitement, but also it also ends the business having to wonder why a huge amount of money was spent on the product and what the return was. Involvement in the fun activities around the brand, in which many prizes may be given out, is based on actual purchases of that brand; that makes it easy for the sales team to quantify effectiveness through increasing sales. When you make opportunities for the brand to come alive in the right channels, you connect beautifully with consumers and therefore make them aware of the brand.
Thus, brand activation is what actually makes your brand a part of people’s lives, even for a short period of time. And that is precisely what you have to aim for- to have people touch your brand, rather than simply hearing about your product, giving them a solid encounter that has a better chance of being etched into their consciousness.