Brand activation is marketing that builds a brand’s image and drives a specific consumer behavior. [1]
It encompasses all aspects of marketing outside of advertising. [2]
The Association of National Advertisers (ANA) cites six specific disciplines that make up brand activation which help bring the brand to life through connecting and interacting with consumers:
- promotion marketing
- retailer/shopper marketing
- experiential marketing
- relationship marketing
- content marketing
- influencer marketing
References
- Association of National Advertisers, Brand Activation Info.
- Common Language in Marketing Project, 2019.