The VERB™ campaign -: Applying a branding strategy in public health

被引：49

作者：

Asbury, Lori D.

Wong, Faye L. ^{[1
]}

Price, Simani M. ^{[2
]}

Nolin, Mary Jo ^{[2
]}

机构：

[1] CDC, Div Canc Prevent & Control, Natl Ctr Chron Dis Prevent & Hlth Promot, Atlanta, GA 30341 USA

[2] WESTAT Corp, Rockville, MD 20850 USA

来源：

AMERICAN JOURNAL OF PREVENTIVE MEDICINE | 2008年 / 34卷 / 06期

关键词：

D O I：

10.1016/j.amepre.2008.03.010

中图分类号：

R1 [预防医学、卫生学];

学科分类号：

1004 [公共卫生与预防医学]; 120402 [社会医学与卫生事业管理];

摘要：

A branding strategy was an integral component of the VERB (TM) Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.

引用

页码：S183 / S187

页数：5

共 26 条

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