TITLE

The Far-Reaching Power of the Brand

AUTHOR(S)
Orlikoff, James E.; Totten, Mary K.
PUB. DATE
September 2008
SOURCE
Healthcare Executive;Sep/Oct2008, Vol. 23 Issue 5, p64
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the importance of having strong brands by the healthcare organizations to set them apart from their competitors. As leaders who help connect the hospital to the community and other stakeholders and direct on their behalf, boards should clearly understand their hospital's brand and how it is being carried out to meet stakeholder wants and needs.
ACCESSION #
34165973

 

Related Articles

  • How to Build a Brand in Four Easy Steps. Shaw, Gienna // HealthLeaders Magazine;Aug2007, Vol. 10 Issue 8, p48 

    The article offers some tips to hospitals in the U.S. on shaping customer perceptions about their brands. According to the author, the first step to successful branding is to decide what the organization's image will be. The second is to choose the hospital's image by studying its organizational...

  • Portraying Your Institution a Little Bit Differently.  // ABA Bank Marketing;Nov2005, Vol. 37 Issue 9, p6 

    Presents an excerpt from an article about branding, published in a 2005 issue of the periodical "New York Times."

  • Superstrip overseas.  // Packaging Magazine;4/14/2005, Vol. 8 Issue 8, p34 

    The article reports that Syrian company Alfares Pharmaceuticals has become the first manufacturer of healthcare products in the Middle East region to use PP Payne's Supastrip for its product range. Alfares pharmaceuticals selected PP Payne's 2milimeter Supastrip, in red for enhanced visibility....

  • Hospital updates brand.  // Media: Asia's Media & Marketing Newspaper;4/8/2005, p11 

    This article reports that Thailand's 25-year-old Bumrungrad Hospital has relaunched with a new brand identity and name to reflect its international ambitions. Reflecting its evolution from a hospital caring for the local community to a brand that is active in key sectors across the healthcare...

  • BMW launches new image ads. Serafin, Raymond // Advertising Age;3/2/1992, Vol. 63 Issue 9, p3 

    The article reports that BMW has decided that Japanese auto marketers have turned luxury cars into a commodity and is fighting that idea with a major new repositioning campaign designed to set itself apart. The company has launched a $25 million campaign touting the idea that BMW cars are...

  • Brand-building and magazines.  // Advertising Age;2/25/1991, Vol. 62 Issue 9, p18 

    Comments on the results of a study of advertising and marketing executives by Myers Marketing & Research. Importance of developing stronger brand images to magazines; Basis of the brand-building concept; Values attached to brand-building.

  • Reactions To Roberts.  // NZ Marketing Magazine;Jun2004, Vol. 23 Issue 5, p29 

    Presents opinions of advertising executives in reaction to the topics discussed in the book "Lovemarks," by Kevin Roberts. Factors that affect the relationship between brands and consumers according to Jonathan Hales, general manager of Clemenger Design; Role of managers in brand management...

  • E-tail: An Important Ally in Fortifying Brand Identity. Swedberg, Jamie // Apparel Magazine;Feb2005, Vol. 46 Issue 6, p30 

    The article cites that most marketing experts agree that projecting a consistent brand image is critical, no matter where that product may be sold. From the storefront and television, to the catalogue and Web, potential customers should ideally feel the same "vibe" from the way the clothing is...

  • There Is No There Here. Grimm, Matthew // Brandweek;5/7/2007, Vol. 48 Issue 19, p25 

    The author discusses authenticity as it relates to the advertising and marketing industry. According to the author marketers are constantly trying to achieve a sense of "authenticity" through their brand image. The author asserts that though marketers try to create "authenticity" most of the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics