Branding in health marketing

Abstract

Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB) is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a non-successful one. The key elements of commercial branding can be successfully translated into the social sector. This is the case for the Truth® campaign but, unfortunately, not for some public health campaigns in Romania.