Table of contents for Public health branding : applying marketing for social change / edited by W. Douglas Evans, Gerard Hastings.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
		Contributors xvii
Part I Theory And Conceptual Foundations
	1	Public health branding: recognition, promise, and delivery of healthy lifestyles 3
W. Douglas Evans and Gerard Hastings
	2	What is a public health brand? 25
Jonathan Blitstein, W. Douglas Evans, and David L. Driscoll
	3	Evaluation of public health brands: design, measurement, and analysis 43
W. Douglas Evans, Jonathan Blitstein, and James C. Hersey
	4	Building brands with competitive analysis 73
Ross Gordon, Gerard Hastings, Laura McDermott, and W. Douglas Evans
Part II Public Health Branding Case Studies
	5	Help: a European public health brand in the making? 93
Gerard Hastings, Jo Freeman, Renata Spackova, and Pierre Siquier
	6	Branding play for children: VERB,TM It's What You Do 109
Marian Huhman, Simani M. Price, and Lance D. Potter
	7	Case studies of youth tobacco prevention campaigns from the USA: truth and half-truths 127
Matthew C. Farrelly and Kevin C. Davis
	8	High brand recognition in the context of an unsuccessful communication campaign: the National Youth Anti-Drug Media Campaign 147
Lela Jacobsohn and Robert C. Hornik
	9	Branding through cultural grounding: the keepin' it REAL curriculum 161
Michael L. Hecht and Jeong Kyu Lee
	10	Public health branding Down Under 181
Robert Donovan and Tom Carroll
Part III Practice And Applications of Public Health Branding
	11	Public health brands in the developing world 217
W. Douglas Evans and Muhiuddin Haider
	12	Branding of international public health organizations: applying commercial marketing to global public health 235
Muhiuddin Haider and Michelle Lee
	13	The intersection between tailored health communication and branding for health promotion 253
Megan A. Lewis and Lauren McCormack
	14	Challenges and limitations of applying branding in social marketing 273
Lauren McCormack, Megan A. Lewis, and David Driscoll
	15	Future directions for public health branding 289
W. Douglas Evans and Gerard Hastings
		Index 299

Library of Congress Subject Headings for this publication:

Public health -- Marketing.
Marketing of Health Services.
Public Health.
Advertising as Topic.
Health Promotion.
Persuasive Communication.