Brand activation

Date of publication: October 23, 2005

Catalogue: Latin America 2005

Abstract:

This paper analyses a new and recently strong Marketing trend: Brand Activation. Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building extra volume for the brand while building brand presence and image. The paper demonstrates cases with Unilever brands where Brand Activation achieved the double objective of building volume with strengthened brand equity.

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