Jump to ContentJump to Main Navigation
Public Health BrandingApplying marketing for social change$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in OSO for personal use (for details see http://www.oxfordscholarship.com/page/privacy-policy).date: 17 June 2018

Help: A European public health brand in the making?

Help: A European public health brand in the making?

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

Gerard Hastings

Jo Freeman

Renata Spackova

Pierre Siquier

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199237135.003.0005

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

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .