Public Health Branding: Applying Marketing for Social Change

by W Douglas Evans, Gerard Hastings

Overview

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 behaviors - 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.

Product Details

ISBN-13:	9780199237135
Publisher:	Oxford University Press
Publication date:	11/15/2008
Edition description:	New Edition
Pages:	320
Product dimensions:	6.70(w) x 9.60(h) x 0.60(d)

About the Author

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 evaluating behaviour change and public education intervention programs designed to communicate science-based information to diverse audiences. He has published extensively on media influences on health risk behaviour, including the effects of social marketing on behaviour change. Dr Evans has published widely in peer-reviewed journals such as the British Medical Journal, American Journal of Preventive Medicine, Health Psychology, Journal of Health Communication, and many others. He has worked extensively in the public health subject areas of tobacco control; nutrition, physical activity, and obesity; and reproductive health. Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research. He researches the applicability of marketing principles such as consumer orientation and relationship building to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially health damaging marketing, such as tobacco advertising and fast food promotion. He teaches and writes on these subjects both in the UK, where he has run Masters and Honours level programmes, and internationally in North America, South East Asia, the Middle East and Europe. He has published over eighty refereed papers in major journals. He is an expert witness in litigation against the tobacco industry, Chairs the Advisory Board of the EC's HELP campaign, and is a regular advisor to the World Health Organisation, and the Scottish, UK and European Parliaments.

Table of Contents

PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS1. Public health branding: recognition, promise, and delivery of healthy lifestyles, W Douglas Evans & Gerard Hastings2. What is a public health brand?, Jonathan Blitstein, W Douglas Evans & David L Driscoll3. Evaluation of public health brands: design, measurement, and analysis, W Douglas Evans, Jonathan Blitstein & James C Hersey,4. Addressing the competition: societal implications of commercial marketing, Ross Gordon, Gerard Hastings, Laura McDermott, & W Douglas EvansPART TWO: PUBLIC HEALTH BRANDING CASE STUDIES5. HELP: A European public health brand in the making?, Gerard Hastings, Jo Freeman, Renata Spackova, & Pierre Siquier6. Branding play for children: VERB It's What You Do, Marian Huhman, Simani M Price & Lance D Potter7. Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths, Matthew C Farrelly & Kevin C Davis8. High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign, Lela Jacobsohn & Robert C Hornik9. Branding through cultural grounding: the keepin' it REAL curriculum, Michael L Hecht & Jeong Kyu Lee10. Branding down under: case studies from Australia, Robert Donovan & Tom CarrollPART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING11. Public health brands in the developing world, W Douglas Evans & Muhiuddin Haider12. Branding of international public health organizations: applying commercial marketing to global public health, Muhiuddin Haider & Michelle Lee13. The intersection between tailored health communication and branding for health promotion, Megan A Lewis & Lauren McCormack14. Challenges and limitations of applying branding in social marketing, Lauren McCormack, Megan A Lewis & David Driscoll15. Future directions for public health branding, W Douglas Evans & Gerard Hastings