Brand activation: strategic versus tactical objectives

Viviana Barcesat and Vanina Gruart

This paper analyses a new and recently strong marketing trend: Brand Activation. This refers 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, and the less traditional one of building brand presence and image.

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...

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