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BackBrand Activation:
Research Papers
Brand Activation:
Strategic versus tactical objectives
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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.
Author(s): Viviana Barcesat, Vanina Gruart
Date of publication: 23.10.2005
ISBN: 92 8311 3853
Order Code: S304-11
Number of pages: 16
Themes: Region
Conference collection: Latin American Conference 2005
All papers from Latin American Conference 2005:
- How to avoid the pitfalls of multi-country research
- The Globalized Commercial Model
- Is the product becoming the key player again?
- Expanding Market Research
- Are Latin America's children becoming globalized?
- Young families:
Changes and trends - Segmenting by lifestyle in low income markets
The case of Mexico and Peru - Perceptions of survey participation
- Can advertising help to maintain dynamic market equilibrium?
- The interaction between media, technology and youth
- Learning about consumers through a new bricolage
- La interaccion entre medios, tecnologia y juventud en la region
- Generating reliable insights for communication development
- Creacion de perspectivas fiables para el desarrollo de la comunicacion
- Brand Activation:
Strategic versus tactical objectives - Understanding how shoppers really behave
- How can premium brands survive during an economic recession?
- The effectiveness of customer satisfaction measurements
- Satisfied with your customer analysis methods?
 | Purchase the complete collection with all papers from Latin American Conference 2005 - Leveraging Cunsumer Understanding for only | |
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