Driving brand equity in health services organizations: the need for an expanded view of branding

摘要

BackgroundBranding—the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences—is of paramount importance in the health services industry. Associated initiatives traditionally have centered on developing verbal and visual brand expressions, but opportunities abound to drive brand equity by supplementing traditional pursuits with new, different, and unexpected expressions that afford highly memorable experiences.