When a new product is produced it is virtually unknown to the general public, but consumer engagement marketing activities and channels, like doing a memorable ad campaign, experiential launch events, creative branding campaigns, PR and different consumer engagement strategies, brands gain the acceptance of their respective products among their target consumers. The process of making a brand well known and loved by consumers is called brand activation.PR plays an important role in creating a positive perception for new brands and new products. For a brand to come into the limelight and be successful in the much saturated marketplace, it must be able to generate positive publicity in the media amongst other things.
Powers of PR in Building Brands
* PR creates the environment for brand activation, brand exhibition, brand education and brand after sales-services.
* PR helps to create brand understanding & education and also build customer loyalty to the brand.
* PR shapes opinion, inspire action and change perspectives about brands.
* PR in a way strategically helps the company to hold on to its brand promise, credibility and consistency.
Examples
1.”One Night on iPhone 7″ – Apple
On November 5, 2016, photographers spanning 25 countries, all wielding iPhone 7’s, took to capturing life from sunset to sunrise. The worldwide photo activation, an extension of the “Shot on iPhone 6” campaign, intended to demonstrate the low-light capabilities of the camera on Apple’s iPhone 7 and did so in brilliant fashion. From the ice caves of Iceland to Indonesian volcanoes, and the clubs of Johannesburg to rooftops of Shanghai, “One Night on iPhone 7” successfully captures the lights in the night across a connected world and is certainly an effective brand activation for Apple and the iPhone 7.
2.”Rise & Slide” – Lipton Iced Tea
Part of their “Be A Daybreaker” morning events campaign, Lipton turned London’s Kings Cross Station into a giant slip-and-slide. The 100-meter inflatable water slide encouraged commuters and passerbys to take a break from their usual routines and refresh with Lipton. Of course, product samples were given out, and sliders could compete to win tickets to various different events throughout the city.
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