Driving brand equity in health services organizations: the need for an expanded view of branding

• मुख्य लेखकों: James K. Elrod (लेखक), John L. Fortenberry (लेखक)
• स्वरूप: पुस्तक
• प्रकाशित: BMC, 2018-12-01T00:00:00Z.
• विषय: article
• ऑनलाइन पहुंच: Connect to this object online.

Abstract Background Branding-the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences-is of paramount importance in the health services industry. Associated initiatives tradit...