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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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Building brands with competitive analysis

Building brands with competitive analysis

Chapter:
(p.73) 4 Building brands with competitive analysis
Source:
Public Health Branding
Author(s):

Ross Gordon

Gerard Hastings

Laura McDermott

W. Douglas Evans

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0004

This chapter demonstrates how competitive analysis can help build brands in public health by offering customer insight, helping to develop strategic alliances, and helping marketers deal with the competition from the hazards merchants. Key lessons can be generated to help inform these outcomes by using the following forms of competitive analysis: case studies of commercial brands, internal document analysis, and studies of the deleterious effects of commercial brands.

Keywords:   competition, branding, consumer research, document analysis, commercial marketing

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