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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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Branding of international public health organizations: Applying commercial marketing to global public health

Branding of international public health organizations: Applying commercial marketing to global public health

Chapter:
(p.233) 12 Branding of international public health organizations: Applying commercial marketing to global public health
Source:
Public Health Branding
Author(s):

Muhiuddin Haider

Michelle J. Lee

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0012

Organizational branding in public health transcends products and services, and seeks to develop a relationship and a sense of trust with its target audience. Organizational branding is both about transforming the internal culture of an organization's environment through people- and process-related change and about projecting the vision, goals, and focus of the organization into its products and services for the goal of behaviour change. There is no single approach to organizational branding in public health. However, the most effective approaches are achieved by organizations whose products and services reflect the core mission and values of the organization itself. In public health, organizational branding still has much to learn and to apply from the corporate branding. Organizational branding as an approach to behaviour change often lacks clarity. Adequate documentation of successes is needed.

Keywords:   organizational branding, organizational culture, developing world, evaluation, marketing mix, relational marketing

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