As a term, brand activation has recently gained traction. It is, however, not new to those who have studied marketing and advertising. The concept is very classic, and it focuses on the emotional quotient of the consumers. Today, we are surrounded by a plethora of brands vying for our attention. Surprisingly, some of the most well-known brands have reinvented their image in recent years. As a result, brand activation is no longer a time-consuming process. However, a decade ago, companies had to work extremely hard for years to establish a reputation. Although it is not easy today, it can be accomplished in a relatively short period with the Alexei Orlov marketing strategies.
Not everyone would agree that they are brand loyal or prefer one brand over another, but the truth is that everyone is connected to a brand somehow. This human propensity sparks the concept of brand activation. Managers work very hard to persuade a consumer to try a particular brand and then stick with it. Obviously, it is not an easy task in such a competitive market, but there is a process to it, and if followed correctly, the results will eventually impress the company. For the most part, a company that wants to establish a brand must set a specific goal to achieve. If the company cannot activate the brand independently, a specialized professional or a team may be hired. The important thing is that everyone works together to achieve a common goal. Second, surveying and understanding the target market is critical. This ensures that the branding manager understands how to create effective marketing campaigns to entice the target consumer. The third step in activating a specific brand entails careful planning involved in any managerial task. Planning entails anticipating all market scenarios such as competition, economy, legal environment, and so on, and then finding solutions to all of them. Planning is primarily a team effort in this situation. Finally, the process’s final two steps are training and execution. Training is given to those who will be in charge of carrying out the preliminary plan. They must be fully equipped with the necessary tools and information.
Finally, once the plan has been implemented, the brand manager’s responsibility is to be prepared with control measures. Not all programs work as expected, and some changes are usually required to achieve the goal. It is also critical to examine how the final consumer perceives the product or brand. And if the plan meets the consumer’s requirements and demands, everything will fall into place.