Brand activation has recently gained popularity as term. However, it is not new to the people who have studied marketing and advertising. The idea is very 'classic' which targets the emotional quotient of the consumers. Today we are surrounded by several brands trying to grab our attention. Interestingly, some of the most popular brands have re-invented their image in the last couple of years. Therefore, brand activation in recent times is not a very lengthy process. However, the scene was a little different a decade back when companies had to really work hard for years to build a reputation. Although it is not so easy today also, with right marketing strategies, it can be achieved in a comparatively shorter span of time.

Not all people would agree that they are brand loyal or prefer a certain brand over other but the truth is that everyone somehow is connected to a brand or other. This human tendency ignites the idea of brand activation. Managers work very hard to allure a consumer for trying a certain brand and then stick to it. Obviously, it is not an easy task in the highly competitive market but there is a process to it and if followed properly, the results will eventually impress the company. Fore mostly, the company who wants to set a brand has to set a certain objective to be achieved. If the company is not capable of activating the brand on its own then a specialized professional or a team could be hired. The important thing is that everyone should work towards a mutual objective. Secondly, surveying and knowing the target market is also very essential. This ensures that the branding manager know how to make effective marketing campaigns to allure the target consumer. The third step to activation of a certain brand involves careful planning, which is obviously involved in any of the managerial task. Planning involves anticipating all scenarios of the market like competition, economy, legal environment etc and finding solutions for everything. Planning is essentially a team task here. Finally, the last two steps of this process involve training and execution. Training is provided to those personnel who will be responsible for execution of the main plan. They have to be thoroughly equipped with required tools and information.

Finally, when the plan is executed, it the task of brand manager to be ready with controlling measures. Not all the plans work as anticipated and some changes are usually required in order to achieve the objective. It is also important to analyse how the final consumer reacts on the product or brand. And if the plan meets the requirements and demands of the consumer then things will fall in an order.