Have
you ever tried to buy a laptop and hp product comes to mind? Have you tried
searching for something on the internet and the first thing that you think of
is Google? or have you ever been to the supermarket to buy groceries and the
goods that come to mind are Milo, Peak milk, Coca-Cola, Morning Fresh, Omo detergent,
Blue Band etc…? Well, these are not mere coincidence. Whether we choose to
believe it or not everything is branded from what we eat, what we wear, programs
we listen to or watch on TV, the people we interact with, the house we live in,
and even our everyday activities. The world is a branded place and this is as a
result of brand activation. This is especially true in Nigeria from time past
and even now.
Let’s
take a quick look at the definition of brand activation;
Brand
activation is a marketing process which is sometimes called brand engagement;
it focuses on building a longer term emotional connection between the brand and
the customer. It is a marketing process of bringing a brand to life through
creating brand experience.
