Brand Activation: A Theoretical Perspective

Rashid Saeed Hashim Zameer, Sajid Tufail Iftikhar Ahmad


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.

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