There is a spectrum of opinions here, but in my view, marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results: “Buy our product because it’s better than theirs.” (Or because it’s cool, or because this celebrity likes it, or because you have this problem and this thing will fix it, etc.) This is an oversimplification, but that’s it in a nutshell.
Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is the communication of characteristics, values, and attributes that clarify what this particular brand is and is not.
A brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me.” Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
DEFINITION of 'Brand'
A distinguishing symbol, mark, logo, name, word, sentence, or a combination of these items that companies use to distinguish their product from others in the market.
What is BTL ACTIVITY?
Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public relations, and sales promotions for which a fee is agreed upon and charged up front.
What is Brand Activation?
It's about engaging consumers at an emotional level and driving them to take action.
Brand Activation a relatively new "term" in the industry, there is much debate around the exact definition of Brand Activation. It's pretty simple really; it's all about bringing the spirit of brands to life.
The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes to creating trust between the customer, the society, and the brand (i.e. company). And trust is one of the key factors to create loyalty between consumers and brands.