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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 Down Under

Public health branding Down Under

(p.181) 10 Public health branding Down Under
Public Health Branding

Robert J. Donovan

Tom E. Carroll

Oxford University Press

Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing mix contribute to brand image, but the most visible are the brand's promotional activities. Public health brands have traditionally focused on increasing target audiences' awareness of various health issues and increasing awareness and encouraging adoption of preventive behaviours to reduce disease and injury. Following lessons from commercial marketing, public health campaigns can be even more successful by developing brand positioning that go beyond being simply informative, and begin to establish relationships with their target audiences. Although public health campaigns are far more limited in funding than commercial campaigns, and hence more restricted in establishing a desired brand positioning, using formative research with the target audience in developing the actual brand name and graphics can contribute substantially to establishing the desired brand image.

Keywords:   image, positioning, Freedom from Fear campaign, Mentally Healthy WA campaign, brand image

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