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Public Health Branding
Applying marketing for social change
Edited by W Douglas Evans and Gerard Hastings
320 pages
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26 black and white line drawings, and 9 black and white photographs
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246x171mm
978-0-19-923713-5
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Paperback
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11 September 2008
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This item is printed to order and supplied on a firm sale basis. Items which are printed to order are normally despatched and charged within 5-10 days.
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- Bridges the gap between the commerical and social marketing worlds, offering valuable insights from business, marketing, and public health sectors
- Features examples of public health brand promotions, helping practitioners understand how to conceptualize and develop public health brands
- Provides clearly explained research designs, findings, and theoretical concepts, allowing readers to understand how brands work, and what makes them effective
- Each chapter contains a summary of key points at the beginning, and brief conclusions at the end, allowing the reader to confirm the key messages
Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding - building positive associations with healthy behaviours and lifestyle choices - is the
primary strategy by which commercial marketing is applied in health communication and social marketing.
This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours - from tobacco control to HIV/AIDS - and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours
simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.Readership: This book will appeal to public health professionals, and those working in social marketing or health promotion. It will also be of interest to policy makers and health managers wishing to understand branding as a strategy in social marketing and disease prevention, and for researchers and program evaluators in this area. Advanced graduate courses in marketing, business, psychology and public health will also form part of the
readership.
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Edited by W Douglas Evans, Professor and Director of Public Health Communication and Marketing, The George Washington University,Washington, DC, USA, and Gerard Hastings, Professor and Director of the Institute for Social Marketing and the Centre for Tobacco Control Research, University of Stirling and The Open University, Stirling, UK Contributors:
Jonathan L. Blitstein, Research Psychologist, RTI International, North Carolina, USA
Tom Carroll, Carroll Communications, Social Marketing and Research Consultants, Coogee, Australia
Kevin C. Davis, RTI International, North Carolina, USA
Robert
Donovan, Curtain University, Perth, Australia
David L. Driscoll, RTI International, North Carolina, USA
W Douglas Evans, Vice President, Public Health and Environment, RTI International, Washington DC, USA
Matthew C. Farrelly, RTI International, North Carolina, USA
Jo Freeman, Research Assistant, Institute for Social Marketing, University of Stirling, Scotland
Ross Gordon, Research Officer, Institute for Social Marketing, University of Stirling, Scotland
Muhiuddin Haider, School of Public Health, University of Maryland, USA
Gerard Hastings, Director, Institute for Social Marketing, University of Stirling, Scotland
Michael L. Hecht, Department of Communication Arts and Sciences, Penn State University,
Pennsylvania, USA
James C. Hersey, RTI International, Washington DC, USA
Robert C. Hornik, Annenberg School for Communication, Philadelphia, USA
Marian Huhman, VERB Campaign Evaluation, Division of Adolescent and School Health, Centers for Disease Control and Prevention, Atlanta, USA
Lela Jacobsohn, Annenberg School for Communication, Philadelphia, USA
Jeong Kyu Lee, Department of Communication Arts and Sciences, Penn State University, Pennsylvania, USA
Michelle Lee, Office of the U.S. Global AIDS Coordinator, Washington DC, USA
Megan A. Lewis, RTI International, North Carolina, USA
Lauren McCormack, RTI International, North Carolina, USA
Laura McDermott, Research Officer, Institute for
Social Marketing, University of Stirling, Scotland
Lance D. Potter, Westat, Rockville, Maryland, USA
Simani M. Price, Senior Study Director, Westat, Rockville, Maryland, USA
Pierre Siquier, Ligaris, Neuilly-sur-Seine, France
Renata Spackova, Carat International, Paris, France
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PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS
1: W Douglas Evans & Gerard Hastings: Public health branding: recognition, promise, and delivery of healthy lifestyles
2: Jonathan Blitstein, W Douglas Evans & David L Driscoll: What is a public health brand?
3: W Douglas Evans, Jonathan Blitstein & James C Hersey,: Evaluation of public health brands: design, measurement, and analysis
4: Ross Gordon, Gerard Hastings, Laura McDermott, & W Douglas Evans: Addressing the competition: societal implications of commercial marketing
PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES
5: Gerard Hastings, Jo Freeman, Renata Spackova, & Pierre Siquier: HELP: A European public health brand in the making?
6: Marian Huhman, Simani M Price & Lance D Potter: Branding play for children: VERB It's What You Do
7: Matthew C Farrelly & Kevin C Davis: Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths
8: Lela Jacobsohn & Robert C Hornik: High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign
9: Michael L Hecht & Jeong Kyu Lee: Branding through cultural grounding: the keepin' it REAL curriculum
10: Robert Donovan & Tom Carroll: Branding down under: case studies from Australia
PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING
11: W Douglas Evans & Muhiuddin Haider: Public health brands in the developing world
12: Muhiuddin Haider & Michelle Lee: Branding of international public health organizations: applying commercial marketing to global public health
13: Megan A Lewis & Lauren McCormack: The intersection between tailored health communication and branding for health promotion
14: Lauren McCormack, Megan A Lewis & David Driscoll: Challenges and limitations of applying branding in social marketing
15: W Douglas Evans & Gerard Hastings: Future directions for public health branding
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