Brand activation refers to the process of bringing a brand to life and engaging with customers through various experiences and interactions. It involves creating meaningful connections between a brand and its target audience, ultimately driving awareness, loyalty, and purchase intent. 

The goal of brand activation is to evoke emotions, stimulate engagement, and encourage consumers to interact with the brand in a memorable and positive way. By creating authentic and immersive experiences, brand activation helps companies build stronger relationships with their customers and differentiate themselves in competitive markets.