According to the Association of National Advertisers (ANA), brand activation is marketing that builds a brand’s image and drives a specific consumer behavior. 
It encompasses all aspects of marketing outside of advertising. 
The 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
- Association of National Advertisers, Brand Activation Info.
- Common Language in Marketing Project, 2019.