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Public Health Branding
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Public Health Branding: Applying marketing for social change

W. Douglas Evans and Gerard Hastings

Abstract

Over a decade ago an editorial in the journal Tobacco Control posed the question: ‘What is the best known word in the world: Sex? Life? Death? Jesus? ....’ ‘No’, the answer came, ‘It's Coca Cola’. This impressive tribute to the power of branding suggested that any attempts to tackle youth smoking would need to take on tobacco brands. Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Through brand promoti ... More

Keywords: branding, social marketing, segmentation, behaviour change, public health, global health, tobacco control, obesity, HIV/ADS, condoms

Bibliographic Information

Print publication date: 2008 Print ISBN-13: 9780199237135
Published to Oxford Scholarship Online: September 2009 DOI:10.1093/acprof:oso/9780199237135.001.0001

Authors

Affiliations are at time of print publication.

W. Douglas Evans, editor
Professor and Director of Public Health Communication and Marketing, The George Washington University,Washington, DC, USA

Gerard Hastings, editor
Professor and Director of the Institute for Social Marketing and the Centre for Tobacco Control Research, University of Stirling and The Open University, Stirling, UK

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Contents

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Part I Theory and conceptual foundations

2 What is a public health brand?

Jonathan L. 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 Building brands with competitive analysis

Ross Gordon, Gerard Hastings, Laura McDermott, and W. Douglas Evans

Part II 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: VERBTM It’s what you do

Marian Huhman, Simani M. Price, and Lance D. Potter

10 Public health branding Down Under

Robert J. Donovan, and Tom E. Carroll

Part III Practice and applications of public health branding

11 Public health brands in the developing world

W. Douglas Evans, and Muhiuddin Haider

14 Challenges and limitations of applying branding in social marketing

Lauren A. McCormack, Megan A. Lewis, and David Driscoll

15 Future directions for public health branding

W. Douglas Evans, and Gerard Hastings

End Matter