Brand Activation: A Theoretical Perspective

Abstract

The objective of this review paper is to determine what brand activation is and how it becomes a marketing communication tool for leading brands during the last few years. This paper includes the principles and benefits of brand activation; the difference between brand activation and advertising; the theory and process of brand activation; and marketing brand via brand activation. Brand activation is a very precious tool for marketers to active the brand in customers’ mind through experience and interaction with the brand.