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...

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