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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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Help: A European public health brand in the making?

Help: A European public health brand in the making?

(p.93) 5 Help: A European public health brand in the making?
Public Health Branding

Gerard Hastings

Jo Freeman

Renata Spackova

Pierre Siquier

Oxford University Press

HELP is the first attempt to build a pan European public health brand. This chapter analyzes its progress in terms of three key branding constructs: recognition, promise, and delivery. A mixture of qualitative and quantitative research suggests that it is making progress in all three areas. HELP suggests that international public health brands can be successfully built and deployed. However, it also suggests that building these brands presents unique challenges. In particular, it is difficult to pull together like minded but nonetheless independent Government and NGO tobacco control stakeholders behind a cohesive brand strategy; a corporation, such as Philip Morris or BAT, with its more hierarchical and clearly defined structures does not face these problems.

Keywords:   Europe, smoking cessation, anti-tobacco campaign, branding, Philip Morris, BAT, tobacco control

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