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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
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Public Health Branding - Applying marketing for social change (Paperback)
Loot Price: R2,012
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Public Health Branding - Applying marketing for social change (Paperback)
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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-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.
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