Brand Activation

According to the Association of National Advertisers (ANA), 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 ANA cites six specific disciplines that make up brand activation which help bring the brand to life through connecting and interacting with consumers:

References

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

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