Public health branding: applying marketing for social change

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. INDICE: PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS. 1. Public health branding: recognition, promise, and delivery of healthy lifestyles , W Douglas Evans and Gerard Hastings. 2. What is a public health brand? , Jonathan Blitstein, W Douglas Evans and David L Driscoll. 3. Evaluation of public health brands:design, measurement, and analysis , W Douglas Evans, Jonathan Blitstein and James C Hersey,. 4. Addressing the competition: societal implications of commercial marketing , Ross Gordon, Gerard Hastings, Laura McDermott, and W Douglas Evans. PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES. 5. HELP: A European public health brand in the making? , Gerard Hastings, Jo Freeman, Renata Spackova,and Pierre Siquier. 6. Branding play for children: VERB It's What You Do , Marian Huhman, Simani M Price and Lance D Potter. 7. Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths , Matthew C Farrelly and Kevin C Davis. 8. High brand recognition in the context of anunsuccessful communication campaign: The National Youth Anti-Drug Media Campaign , Lela Jacobsohn and Robert C Hornik. 9. Branding through cultural grounding: the keepin' it REAL curriculum , Michael L Hecht and Jeong Kyu Lee. 10. Branding down under: case studies from Australia , Robert Donovan and Tom Carroll. PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING. 11. Publichealth brands in the developing world , W Douglas Evans and Muhiuddin Haider.12. Branding of international public health organizations: applying commercial marketing to global public health , Muhiuddin Haider and Michelle Lee. 13. The intersection between tailored health communication and branding for health promotion , Megan A Lewis and Lauren McCormack. 14. Challenges and limitationsof applying branding in social marketing , Lauren McCormack, Megan A Lewis and David Driscoll. 15. Future directions for public health branding , W DouglasEvans and Gerard Hastings

• ISBN: 978-0-19-923713-5
• Editorial: Oxford University
• Encuadernacion: Rústica
• Páginas: 320
• Fecha Publicación: 01/09/2008
• Nº Volúmenes: 1
• Idioma: Inglés