Public health branding Down Under
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© Oxford University Press, 2014.Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing mix contribute to brand image, but the most visible are the brand's promotional activities. Public health brands have traditionally focused on increasing target audiences' awareness of various health issues and increasing awareness and encouraging adoption of preventive behaviours to reduce disease and injury. Following lessons from commercial marketing, public health campaigns can be even more successful by developing brand positioning that go beyond being simply informative, and begin to establish relationships with their target audiences. Although public health campaigns are far more limited in funding than commercial campaigns, and hence more restricted in establishing a desired brand positioning, using formative research with the target audience in developing the actual brand name and graphics can contribute substantially to establishing the desired brand image.
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The illusion of choice: an exploratory study looking at the top 10 food companies in Australia and their brand connectionsVidler, Abbie-Clare; Stoneham, Melissa; Edmunds, Melinda; Sartori, Ainslie (2018)© 2018 The Authors. Objective: To identify the brands owned by each of the 10 top grossing food companies operating in Australia and visually represent them on an infographic. Methods: Desktop research was conducted to ...
The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults' food preferences: A randomised controlled trialDixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone; Chapman, K.; Niederdeppe, J. (2018)Background: Unhealthy foods are promoted heavily, through food company sponsorship of elite sport, resulting in extensive exposure among young adults who are avid sport spectators. This study explores the effects of ...
Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship optionsDixon, H.; Scully, M.; Wakefield, M.; Kelly, B.; Pettigrew, Simone (2017)Copyright © The Authors 2017 Objective: To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design: ...