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Public Health BrandingApplying marketing for social change$
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W. Douglas Evans and Gerard Hastings

Print publication date: 2008

Print ISBN-13: 9780199237135

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199237135.001.0001

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Public health branding: Recognition, promise, and delivery of healthy lifestyles

Public health branding: Recognition, promise, and delivery of healthy lifestyles

Chapter:
(p.3) 1 Public health branding: Recognition, promise, and delivery of healthy lifestyles
Source:
Public Health Branding
Author(s):

W. Douglas Evans

Gerard Hastings

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0001

Brands in the commercial and public health sectors add value to the relationships between products or services and consumers. Public health brands can be differentiated from commercial brands by their purposes (changing health behaviour), nature of the exchange of value between brand and consumer, and outcomes (health behaviour change). Brands can apply ‘upstream’, such as to organizations and government policies as well as ‘downstream’ to individual level attitudes, beliefs, and behavioural outcomes. Branding is a global social marketing strategy that has demonstrated evidence of effectiveness across cultures, country settings, and subject matter. More research is needed on how public health brands work, and more brands should be developed in the public health sector.

Keywords:   branding, brand associations, exchange theory, social marketing, health policy, tobacco control, public health

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