Public Health Branding

Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding - building positive associations with healthy behaviours and lifestyle choices - is the primary strategy by which commercial marketing is applied in health communication and social marketing. This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change.In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours - from tobacco control to HIV/AIDS - and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.

ISBN 0199237131   Pages 320 ISBN13 9780199237135 (What's this?)   Volumes 1 Publisher Oxford University Press   Weight (grammes) 556 Imprint Oxford University Press   Published in Oxford Format Paperback   Height (mm) 246 Publication date 11 Sep 2008   Width (mm) 171 Library of Congress 2008027677   Spine width (mm) 17 DEWEY 362.10688   Academic level Professional / Scholarly DEWEY edition DC22

Pt. I		Theory and conceptual foundations
1		Public health branding: recognition, promise, and delivery of healthy lifestyles by W. Douglas Evans and Gerard Hastings		3
2		What is a public health brand? by Jonathan L. Blitstein and W. Douglas Evans and David L. Driscoll		25
3		Evaluation of public health brands: design, measurement, and analysis by W. Douglas Evans and Jonathan L. Blitstein and James C. Hersey		43
4		Building brands with competitive analysis by Ross Gordon and Gerard Hastings and Laura McDermott and W. Douglas Evans		73
Pt. II		Public health branding case studies
5		Help: a European public health brand in the making? by Gerard Hastings and Jo Freeman and Renata Spackova and Pierre Siquier		93
6		Branding play for children: VERB It's what you do by Marian Huhman and Simani M. Price and Lance D. Potter		109
7		Case studies of youth tobacco prevention campaigns from the USA: truth and half-truths by Matthew C. Farrelly and Kevin C. Davis		127
8		High brand recognition in the context of an unsuccessful communication campaign: the National Youth Anti-Drug Media Campaign by Lela Jacobsohn and Robert C. Hornik		147
9		Branding through cultural grounding: the keepin' it REAL curriculum by Michael L. Hecht and Jeong Kyu Lee		161
10		Public health branding Down Under by Robert J. Donovan and Tom E. Carroll		181
Pt. III		Practice and applications of public health branding
11		Public health brands in the developing world by W. Douglas Evans and Muhiuddin Haider		215
12		Branding of international public health organizations: applying commercial marketing to global public health by Muhiuddin Haider and Michelle J. Lee		233
13		The intersection between tailored health communication and branding for health promotion by Megan A. Lewis and Lauren A. McCormack		251
14		Challenges and limitations of applying branding in social marketing by Lauren A. McCormack and Megan A. Lewis and David Driscoll		271
		More...

 Be the first to write a customer review