J Consum Policy (2009) 32:73–74 DOI 10.1007/s10603-009-9093-x BOOK REVIEW W. Douglas Evans and Gerald Hastings (Eds.). Public Health Branding: Applying Marketing for Social Change Oxford: Oxford University Press, 2008, 316 pp, GBP 34.95, ISBN 978-0-19-923713-5 Alan R. Andreasen Received: 4 February 2009 /Accepted: 4 February 2009 / Published online: 19 February 2009 Springer Science + Business Media, LLC. 2009 This timely book succeeds in a number of ways. First, it symbolises the growing interest and application of social marketing approaches to an increasingly wide range of social problems where individual problem behaviours are a central focus. Second—and more important—it moves beyond the existing array of textbooks, monographs and “think pieces” to focus on a specific component of social programmes—branding. Branding, of course, is one of the central concepts and tools used in the private sector to achieve significant market shares and product and service growth. It is a shorthand device for communicating key elements of a firm’s fundamental value proposition and is, candidly, one of the key reasons brands like Coca-Cola, Nike and Tide achieve market dominance despite minimal bases in significant true product differences. In the service domain, brands like Ritz-Carlton or McDonald’s spend lavishly to position themselves
Journal of Consumer Policy – Springer Journals
Published: Feb 19, 2009
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