Question

Topic: Student Questions

Brand Activation (to Country)

Posted by amaliatorrinhas on 10/11/2011 at 4:15 PM ET 250 Points
I am writing my dissertation on the topic of brand activation. I would like to know if there is any one, that has already done something related to it.

I would like to get theoretical insight.

Thank you for your help in advance!

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  • Posted on 10/15/2011 at 12:19 PM Accepted
    I've been involved in Brand Management and positioning/branding my entire career, and I am not familiar with "brand activation." Can you explain what you are asking, what you want to do, what the objective is, and how the results might be applied in the real world?

    I've read the paper and explanation by Paul Morel, Peter Preisler and Anders Nyström ... and I'm still not sure what "brand activation" is or what it is you want to study and refine. Are you clear on it? Can you explain?
  • Posted by amaliatorrinhas on 10/21/2011 at 6:10 PM Author
    Thank you mgoodman. I also discovering what does brand activation means.

    My dissertation title is Mozambique Brand Activation. I would like to study how a brand can be activated to bring benefits to the intern public. I've found a model of activation brand, but it refers to products, and i woul like a model to countrys.

    I've also been reading Paul Morel, Peter Preisler and Anders Nyström, but i'm still clear yet.

    Thank you
  • Posted by Gary Bloomer on 10/23/2011 at 6:01 PM Accepted
    To activate themselves and to stand out in a crowded market place brands (all brands) need social proof of their value—proof of their use or effectiveness from users—proof of the ways in which the brand stated its promise, how it then over delivered, and how it then created enough impact to become worthy of mention in social circles. In effect, proof that the thing delivered and that it solved the problem and solved it well. No social proof, no brand value. No brand value, no social proof.
  • Posted on 10/24/2011 at 2:28 AM Moderator
    Isn't Mozambique a product? Don't tourists have a brand image of Mozambique before they visit, that then might change when they arrive? How do they learn about Mozambique? What is the brand image (of Mozambique) now? How does Mozambique get into the consideration set for visitors? What other countries/locations do they typically consider? How do they decide to visit Mozambique? What are the most important selection criteria?

    What is it about the brand Mozambique that is the most frequent deciding factor? Do a SWOT analysis of Mozambique.
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