Brand activation: strategic versus tactical objectives
Viviana BarcesatID/Millward Brown, Argentina
Vanina GruartConsumer and Market Insight, Unilever, Argentina
BRAND ACTIVATION, AN INITIAL DEFINITION
This first approach to the topic concerns the definition of Brand Activation, and thus distinguish what is included under this denomination and what is not.
We talk of Brand Activation when we refer to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building extra volume for the brand, but without neglecting, or rather taking advantage of them for building brand presence and...