Brand Activation

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:


  1. Association of National Advertisers, Brand Activation Info.
  2. Common Language in Marketing Project, 2019.
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