Public health branding : applying marketing for social change

PART ONE: THEORY AND CONCEPTUAL FOUNDATIONS 1. Public health branding: recognition, promise, and delivery of healthy lifestyles 2. What is a public health brand? 3. Evaluation of public health brands: design, measurement, and analysis 4. Addressing the competition: societal implications of commercial marketing PART TWO: PUBLIC HEALTH BRANDING CASE STUDIES 5. HELP: A European public health brand in the making? 6. Branding play for children: VERB It's What You Do 7. Case studies of youth tobacco prevention campaigns from the United States: truth and half-truths 8. High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign 9. Branding through cultural grounding: the keepin' it REAL curriculum 10. Branding down under: case studies from Australia PART THREE: PRACTICE AND APPLICATIONS OF PUBLIC HEALTH BRANDING 11. Public health brands in the developing world 12. Branding of international public health organizations: applying commercial marketing to global public health 13. The intersection between tailored health communication and branding for health promotion 14. Challenges and limitations of applying branding in social marketing 15. Future directions for public health branding