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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 brands in the developing world

Public health brands in the developing world

Chapter:
(p.215) 11 Public health brands in the developing world
Source:
Public Health Branding
Author(s):

W. Douglas Evans

Muhiuddin Haider

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0011

Public health brands are a rapidly growing social marketing strategy in the developing world. There are parallels between public health brands in the developed and developing worlds in terms of health issues addressed and difference in terms of channels used and social context. Care studies from HIV/AIDS, malaria prevention, and reproductive health illustrate public health branding in the developing world. There are important research questions concerning the marketing mix and effects of social context in brand equity.

Keywords:   branding, developing world, social context, HIV/AIDS, malaria, reproductive health, marketing mix

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