Public Health Branding

In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. In the same way that commercial marketers seek to build strong relationships (positive associations, identification, loyalty) between customer and product/brand, public health branding aims to build positive associations with healthy behaviours and lifestyle choices.This book argues the importance of public health branding as a critical strategy in changing multiple behaviour of a population, and therefore allowing lasting health outcome benefits. It reviews and clarifies concepts of branding, brand development and identification; defines branding as specific to public health; reviews this within the context of social marketing and health communication; and provides numerous international case histories to demonstrate commercial marketing strategies used across a wide range of topics in public health, for example reproductive health, obesity, and tobacco use.