When people think of marketing, they often think of two things generating leads for sales or the creativity associated with building a brand. Often marketing activities can be seen as an expense by other departments within a company. However, marketing works to…
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A Brand Extension within Dermatology
A brand extension refers to when a brand launches a new product or service under and existing brand name. When releasing products through a brand extension strategy, the business can leverage the equity established through the existing brand. The advantages of this…
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St. Jude Children’s Research Hospital is Saving Lives with Brand Resonance
Brand resonance refers to the connection a consumer has with a brand and their ability to recall it during consumption. It’s the reason behind all the branding efforts a business conducts, and the concept extends to the healthcare industry. It is…
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Healthcare Branding: Identity vs. Image
Brand identity and brand image are often interchanged, but the two are not one and the same. Each plays a significant role in the equity a brand name holds and the overall success of a business. Many think a brand is…
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Is Brand Equity as Important to a Hospital as the Healthcare they Provide?
Consumers have become the driving force of commerce, and businesses have learned to listen and deliver what they want. Competition in the market puts consumers in control, and brand equity is a determining factor in what brands they consider purchasing from during…
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