Marketing, is all about waging war against competitive forces to win market share. For this purpose, marketers create warriors which win the perceptual battle for them, and these warriors are called BRANDS.

Brands have proved their worth and thus marketing programs are built around their brands.  Marketers are exploring new ways of supporting their brand. One such method is called Brand Activation. Brand activation can be defined as marketing process of bringing a brand to life through creating brand experience.

Generally, the core features or brand values of a brand are used for activation. That's what every brand manager strives to achieve i.e. communicating their brand values to their target customers.  Benefits of brand activation include the ability to convey and strengthen your positioning, support your ad claims, increase brand salience, revitalize the brand, and elicit customer insights as people interact with the brand.

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