Public health branding Down Under
© Oxford University Press, 2014.Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing mix contribute to brand image, but the most visible are the brand's pr...
| Main Authors: | , |
|---|---|
| Format: | Book Chapter |
| Published: |
Oxford University Press
2009
|
| Online Access: | http://hdl.handle.net/20.500.11937/24799 |
| _version_ | 1848751529119449088 |
|---|---|
| author | Donovan, Robert Carroll, T. |
| author_facet | Donovan, Robert Carroll, T. |
| author_sort | Donovan, Robert |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © Oxford University Press, 2014.Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing mix contribute to brand image, but the most visible are the brand's promotional activities. Public health brands have traditionally focused on increasing target audiences' awareness of various health issues and increasing awareness and encouraging adoption of preventive behaviours to reduce disease and injury. Following lessons from commercial marketing, public health campaigns can be even more successful by developing brand positioning that go beyond being simply informative, and begin to establish relationships with their target audiences. Although public health campaigns are far more limited in funding than commercial campaigns, and hence more restricted in establishing a desired brand positioning, using formative research with the target audience in developing the actual brand name and graphics can contribute substantially to establishing the desired brand image. |
| first_indexed | 2025-11-14T07:54:10Z |
| format | Book Chapter |
| id | curtin-20.500.11937-24799 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:54:10Z |
| publishDate | 2009 |
| publisher | Oxford University Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-247992017-09-13T15:14:32Z Public health branding Down Under Donovan, Robert Carroll, T. © Oxford University Press, 2014.Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing mix contribute to brand image, but the most visible are the brand's promotional activities. Public health brands have traditionally focused on increasing target audiences' awareness of various health issues and increasing awareness and encouraging adoption of preventive behaviours to reduce disease and injury. Following lessons from commercial marketing, public health campaigns can be even more successful by developing brand positioning that go beyond being simply informative, and begin to establish relationships with their target audiences. Although public health campaigns are far more limited in funding than commercial campaigns, and hence more restricted in establishing a desired brand positioning, using formative research with the target audience in developing the actual brand name and graphics can contribute substantially to establishing the desired brand image. 2009 Book Chapter http://hdl.handle.net/20.500.11937/24799 10.1093/acprof:oso/9780199237135.003.0010 Oxford University Press restricted |
| spellingShingle | Donovan, Robert Carroll, T. Public health branding Down Under |
| title | Public health branding Down Under |
| title_full | Public health branding Down Under |
| title_fullStr | Public health branding Down Under |
| title_full_unstemmed | Public health branding Down Under |
| title_short | Public health branding Down Under |
| title_sort | public health branding down under |
| url | http://hdl.handle.net/20.500.11937/24799 |