Most marketers like the brand equity area of brand building for it is painless to execute and is not easily assessable over 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 basic form is a road show that takes your brand to the people in order for them to experience it first-hand. 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 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 of this is interactive and on-the-spot response.
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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. When you activate a brand, whether in-home, in-store or outdoor, you are re-implementing the brand’s attributes and implanting even deeper into the consumer’s psyche as they touch, feel and use 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.
Therefore, brand activation is what actually makes your brand part of consumers’ lives, regardless for how short a moment. 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.