Brand Activation: A Review on Conceptual and Practice Perspectives

Abstract

Brand activations is claimed as a notion found within experiential and behavioral contexts of branding. There are empirical studies claim brand activation is inline within the scope of event marketing. As per some arguments, brand activation finds itself imprecise foundation to explain its theoretical foundation. Supportively, studies are highlighting theoretical and empirical scant in examining influence of brand activation though practices are extendedly found. Alongside, this paper attempts to review the notion of brand activation in relation to empirical explanations, cases and its presence in different scenarios. Authors followed literature review as the main research strategy whilst specific attention was made to Asian market context in explaining cases and practices. Accordingly, paper investigates the concept of brand activation in relations to different scopes including branding, consumer behavior whilst digital or viral marketing platforms are also referred. Authors discuss the influence and association of brand activation with reference to different scenarios and cases directing future research requirements. Paper concludes research propositions in line with the empirical justifications encouraging future research priorities.

The Effect of Brand Activation on Brand Awareness

“…Situations requiring visitors to be more selective in choosing a brand they will consume can be communicated innovatively and creatively so that visitors continue to be aware of the brand. (Dissanayake & Gunawardane, 2018;Prameswari, 2019).…”

“…(Saeed et al, 2015) Coffee shops in this era utilize brand activation to attract consumers by organizing events in the new normal era to create awareness from visitors to the coffee shop. (Boentoro & Paramita, 2020) According to (Dissanayake & Gunawardane, 2018), four aspects can be a solution for a brand to help direct and innovate its company. The four aspects are: 1.…”

Brand Activation in Driving Customer Engagement: Theoretical and Practice Review

“…Customer activation is the main division in retail market, and brands need to follow the activated customers in order to maximize the customer brand relationship, because the goal is to create an active customer (Mckay & Brown, 2016).Further it claim that brand activation is not a theory yet a natural evolution of brand (Morel et al, 2002;Amin, 2013& Saeed et al, 2015. Brand activation being a novice are for scholars it's yet to explore and establish with practical and theoretical notions (Dissanayake & Gunawardane, 2018). With above notions this paper tries to identify the role of customer engagement and how in driving brands.…”

“…in order to obtain CE there are three different antecedents which impact as customer based antecedents, firm based antecedents and context based antecedents. Dissanayake & Gunawardane, (2018) in Brand Activation review, mentioned brand activation as a firm based antecedent and thus it can conceptualize that Brand Activation as one element which enhances the customer engagement behavior towards a particular brand. Events may result in creating customer to customer engagement while crating brand to customer engagement (van Doorn et al, 2010), Although Gunawardane, Munasinghe, & Dissanayake, (2016) indicates that events being one of the best platforms in order to create brand activations which result in enhancing the customer brand preference.…”

“…It's good to identify the impact of brand activation in online environment and its impact on customer engagement, which is Online Brand Activation in near future which will be an industry strike in Marketing Communication field. Further Online Brand Activations will be more cost effective when it compares to off-line activations and it will be easy to trace the participants of the activations and measure the outcome since there is no means of measuring the impact of brand activation when it comes to academic field (Dissanayake & Gunawardane, 2018). Service and other Industries (e.g.…”