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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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Challenges and limitations of applying branding in social marketing

Challenges and limitations of applying branding in social marketing

(p.271) 14 Challenges and limitations of applying branding in social marketing
Public Health Branding

Lauren A. McCormack

Megan A. Lewis

David Driscoll

Oxford University Press

There are some key differences between social marketing and commercial marketing that have implications for branding. While branded messages can still be persuasive, they should take a less directional and more informational tone when the clinical or epidemiological evidence limited or weak. All forms of persuasion, including branding, should be handled with care when used in directive health promotion because it has the potential to breech the ethical boundaries of public health practice. Applying branding in combination with other communication strategies can enhance its effectiveness.

Keywords:   branding, social marketing, directional messaging, informed decision making, persuasion, ethics

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