HomeResearch Articles Inside the SiriusDecisions Brand Lifecycle Framework: Activate

Inside the SiriusDecisions Brand Lifecycle Framework: Activate

  • During brand activation, an organization brings the brand concept into the market, allowing for the formation of awareness, perception and preference
  • Brand activation must be consistent with brand intent and aligned to business and marketing goals
  • Investment in paid media can accelerate brand awareness, but a balanced mix of tactics is required to develop favorable perception and preference
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