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.
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.
Advertising as Topic.