Full Description
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.
Contents
PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS ; 1. Public health branding: recognition, promise, and delivery of healthy lifestyles ; 2. What is a public health brand? ; 3. Evaluation of public health brands: design, measurement, and analysis ; 4. Addressing the competition: societal implications of commercial marketing ; PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES ; 5. HELP: A European public health brand in the making? ; 6. Branding play for children: VERB It's What You Do ; 7. Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths ; 8. High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign ; 9. Branding through cultural grounding: the keepin' it REAL curriculum ; 10. Branding down under: case studies from Australia ; PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING ; 11. Public health brands in the developing world ; 12. Branding of international public health organizations: applying commercial marketing to global public health ; 13. The intersection between tailored health communication and branding for health promotion ; 14. Challenges and limitations of applying branding in social marketing ; 15. Future directions for public health branding
