Public Health Branding: Applying marketing for social change

Paperback | October 15, 2008

EditorW Douglas Evans, Gerard Hastings

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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-termrelationship 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 theprimary 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 toeffect 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 animportant 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 brandingstrategies a critical objective for the field.

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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-termrelationship between the product, service or organizati...

W Douglas Evans serves as Vice President of RTI's Public Health and Environment Division. Dr Evans has 16 years of experience in prevention research and program evaluation, social marketing and communications research. He has designed numerous large-scale evaluations and intervention research studies and has extensive experience evalu...

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Format:PaperbackDimensions:310 pages, 9.69 × 6.73 × 0.7 inPublished:October 15, 2008Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199237131

ISBN - 13:9780199237135

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Table of Contents

PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS1. W Douglas Evans and Gerard Hastings: Public health branding: recognition, promise, and delivery of healthy lifestyles2. Jonathan Blitstein, W Douglas Evans and David L Driscoll: What is a public health brand?3. W Douglas Evans, Jonathan Blitstein and James C Hersey,: Evaluation of public health brands: design, measurement, and analysis4. Ross Gordon, Gerard Hastings, Laura McDermott, and W Douglas Evans: Addressing the competition: societal implications of commercial marketingPART TWO: PUBLIC HEALTH BRANDING CASE STUDIES5. Gerard Hastings, Jo Freeman, Renata Spackova, and Pierre Siquier: HELP: A European public health brand in the making?6. Marian Huhman, Simani M Price and Lance D Potter: Branding play for children: VERB It's What You Do7. Matthew C Farrelly and Kevin C Davis: Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths8. Lela Jacobsohn and Robert C Hornik: High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign9. Michael L Hecht and Jeong Kyu Lee: Branding through cultural grounding: the keepin' it REAL curriculum10. Robert Donovan and Tom Carroll: Branding down under: case studies from AustraliaPART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING11. W Douglas Evans and Muhiuddin Haider: Public health brands in the developing world12. Muhiuddin Haider and Michelle Lee: Branding of international public health organizations: applying commercial marketing to global public health13. Megan A Lewis and Lauren McCormack: The intersection between tailored health communication and branding for health promotion14. Lauren McCormack, Megan A Lewis and David Driscoll: Challenges and limitations of applying branding in social marketing15. W Douglas Evans and Gerard Hastings: Future directions for public health branding