Branding Health Services: Defining Yourself in the Marketplace

Branding Health Services: Defining Yourself in the Marketplace

by Gil Bashe, Nancy J. Hicks
     
 

Branding Health Services is the first book to explore how to create, p rotect and enhance brands in the health service industry. Readers will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protect ing and

Overview

Branding Health Services is the first book to explore how to create, p rotect and enhance brands in the health service industry. Readers will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protect ing and enhancing a power brand, branding product lines, international brand extension, and the effect operational decisions can have on bra nding. Each chapter ends with a "Lessons Learned" section providing th e reader with a ready-to-use toolbox of branding tips.

Editorial Reviews

Booknews
Not concerned with the health aspects of branding either cattle or hip teenagers, but with creating, protecting, and enhancing brand names for health service providers. Contributors from communications, marketing and health care discuss such matters as the evolution of health services marketing since Ben Franklin, implications for health care of how consumers use brands, leveraging scientific discoveries to further brand recognition, and building a service line brand around women and heart disease. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780834211759
Publisher:
Jones & Barlett Learning
Publication date:
03/03/2000
Edition description:
1E
Pages:
250
Product dimensions:
7.00(w) x 10.00(h) x (d)

Meet the Author

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >