Brand activation in consumer engagement and awareness

Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the company.

What is brand activation?

Have you ever noticed when you go to buy a popular brand's product, do you ever stop to ask yourself, how did they become so trustworthy and admired? When a product is first manufactured it is virtually unknown to the general public.The process of making a brand well known and loved by consumers is called brand activation.

Consumer brand activations are a very crucial part of building a positive perception of a brand

This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events.This also encompasses the brand figuring out a few core features that will distinguish them amongst their competition in crowded marketplaces. They have to find brand positioning that will uncover assets that will highlight long term benefits to the company.

Brands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. These marketing events must bring up positive feeling in the minds about them in order for them to become loyal customers and purchase their products.

Brand activation case study

Here is an example of how brand activation can work. Pirelli Tires relies heavily on a strategy built on key partnerships with Formula One grand prix events, in order to promote its tires as being high performance.
There is a huge value with being a part of this world class racing event, as is the value of the premier performance and technology of the tires.
Having the name and logo as a part of the F1 racing circuit emotionally engages the consumer and all fans of racing, since the events are associated with high performance vehicles and expert driving.

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