The concept of brand activation can be perceived as somewhat vague, much like marketing itself, and can take various forms depending on what agencies define as brand activation. This concept involves leveraging brand image, specific events, or commitments such as sponsorships, patronage, or charitable activities to establish interactions or exchanges with consumers. Brand activation strategies include, for example, social media campaigns, customer or consumer events, promotional tours, street marketing initiatives, and many other approaches. Unlike a more traditional marketing approach focused on direct sales, brand activation places greater emphasis on strengthening connections with consumers, seeking to establish a lasting and meaningful relationship.