What is a public health brand?
Branding can be viewed by public health practitioners as a tool that will allow them to influence the perceived costs of engaging in health promoting behaviours. Branded campaigns promote a consumer orientation that emphasizes the nature of the exchange by appealing to the individual's self-interest. This approach will become increasingly important to the field of public health as individuals are required to take a more active role in the production of their health. We can differentiate commercial brands from public health brands by recognizing that the brand object of a public health brand is the voluntary health promoting behaviour the individual is being asked to take up or maintain. In order to be successful, public health practitioners need to consider carefully factors such as demand, competition, and timing in order that consumers perceive the brand as delivering its promised benefits.
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