Brand Activation as a tool of Public Relations

B.Sc. Shreetama Bhuban Mohan Dey, BSc

Diplomová práce

Abstract:

This study is conducted to evaluate the tool of brand activation in reconnaissance with public relations. This study analyses and assess different strategies and techniques to make the brand activation an effective tool for public relations. Based on an analysis of prevailing practices the study recommends Brand Activation proved to be a successful tool of Public Relations.To determine the effectiveness of brand activation, this study has used data analysis comprising of two topics with internal comparisons of the data and its resources from the discussions, trends and efficiencies of the useful sources. This study has used structured questionnaire surveying required number of people from Public Relations corporations. It was found out that effective strategies of corporates can cut the clutter on air which can put greater emphasis on the information by moving the stakeholders towards forming a positive image of the corporations. The organizations are now welcoming the innovations in the brand activation for the benefit of the corporations into the public relations where brands can be rejuvenated and gets its base to stable long-term relations. Brand activation is also linked with Experiential marketing, better known as Relationship Building and management, which forms the crux of Public relations and has been found to be effective as a tool of Public Relations.The study recommends that the heart of Activation is a consumer experience with a brand. Brand Activation is the key to do so, because customer like to feel, touch or experience a brand or service before investing their time and money. Brand Managers should ensure that positive experience will influence their attitudes towards a brand, their future brand behaviour and the way they talk to others about the brand. Morale is: Brand Activation is the marketing process of bringing a brand to life through creating brand experience.

Keywords

Brand Activation, Brands, Public Relations, Marketing, Advertising, Media, Positioning, Market Research, Sales, Communication, Return on investment, Experiential marketing

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 21. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration