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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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The intersection between tailored health communication and branding for health promotion

The intersection between tailored health communication and branding for health promotion

Chapter:
(p.251) 13 The intersection between tailored health communication and branding for health promotion
Source:
Public Health Branding
Author(s):

Megan A. Lewis

Lauren A. McCormack

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0013

Branding and tailoring are health communication strategies with roots in commercial marketing perspectives. Despite their apparent dissimilarities in scope, with branding focusing on populations and tailoring focusing on individuals, these two health communication strategies are relevant to each other. Branding could add value to tailored health messages by enhancing their visual nature, source credibility, or helping to build stronger relationships with consumers. Tailored health messages could add value to branding by enhancing brand equity assets. Research is needed to examine the value added by integrating branding and tailoring as health communication strategies.

Keywords:   branding, tailoring, commercial marketing, source credibility, relational marketing

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