The document discusses branding strategies for hospitals. It provides quotes from healthcare professionals emphasizing the importance of branding in helping patients recall the hospital name and connecting employees to the brand. Examples of branded hospitals in the US are provided. Specific hospital brands like Wockhardt and Mayo Clinic are examined in terms of their logos, taglines, and approaches to branding. The roles, advantages, and components of strong brands are defined. Steps in strategic brand management and measuring brand equity are outlined.
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Branding strategy
1. Branding Strategies
Unit 1 part 3
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2. Good branding helps the patient recall
the hospital name faster and helps the
target customers to get hooked to the
brand, whereby improving the brand
value"
- Dr Vivek Desai, MD, HOSMAC India Pvt
Ltd, Mumbai.
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3. Branding is all about taking care of
people's emotions and each employee is
a brand ambassador of the hospital
- Dr Nagendra Swamy, Group Director,
Medical Services, Manipal Hospitals
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4. Wockhardt Hospitals Group
Tagline: Differs for all speciality hospitals.
The Mulund Cancer Centre- Add years to life & life to years
Colour: Red - the colour of life.
Logo: Two red wings, flying in an upward direction,
continuous growth.
Brand Mantra: To provide the best in advanced
super-speciality in healthcare
Unique features: The Family Virtual Visit option,
a pioneer in this case, for the relatives of the patients.
In an emergency, when relatives cannot be entertained
in the hospital all the time, this set-up helps to
latest photographs
and reports through e-mail to the relatives.
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6. Hospitals using branding in USA
⢠Mayo Clinic â Minneapolis, MN
⢠M.D. Anderson â Houston, TX
⢠Baptist Health Care â NW Florida
⢠Childrenâs Medical Center â Dallas, TX
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7. Mayo clinic
⢠emotional bond between Mayo and
patients
⢠â˘A team oriented, collaborative
approach to patient care through their
Mayo
⢠Clinic Model of Care.
⢠Salary compensation of all staff
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8. Marketing
A Brand Team, Legal and the Mayo Board
of Governors actively manages the Brand
and protects it from internal and
external violations
⢠All employees and associates are
taught to live the Brand with every
⢠customer and colleague interaction
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9. Steps in
Strategic Brand Management
⢠Identifying and establishing brand
positioning
⢠Planning and implementing brand
marketing
⢠Measuring and interpreting brand
performance
⢠Growing and sustaining brand value
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10. What is a Brand?
A brand is a name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them from
those of competitors.
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11. The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
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12. The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
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13. What is Branding?
Branding is endowing
products and services with the
power of the brand.
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14. What is Brand Equity?
Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.
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17. Advantages of Strong Brands
⢠Improved ⢠Larger margins
perceptions of ⢠More inelastic
product consumer response
performance ⢠Greater trade
⢠Greater loyalty cooperation
⢠Less vulnerability ⢠Increased marketing
to competitive communications
marketing actions effectiveness
⢠Less vulnerability ⢠Possible licensing
to crises opportunities
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18. What is a Brand Promise?
A brand promise is the marketerâs
vision of what the brand must be and
do for consumers.
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29. Internal Branding
⢠Choose the right moment
⢠Link internal and external marketing
⢠Bring the brand alive for employees
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36. Interbrandâs Steps in Calculating
Brand Equity
⢠Market segmentation
⢠Financial analysis
⢠Role of branding
⢠Brand strength
⢠Brand value calculation
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37. Devising a Branding Strategy
Develop new brand
elements
Apply existing brand
elements
Use a combination of
old and new
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39. Brand Naming
Individual names
Blanket family names
Separate family names
Corporate name-
individual name combo
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40. Reasons for Brand Portfolios
⢠Increasing shelf presence and retailer
dependence in the store
⢠Attracting consumers seeking variety
⢠Increasing internal competition within
the firm
⢠Yielding economies of scale in
advertising, sales, merchandising, and
distribution
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42. Marketing Debate
ďź Are brand extensions good or bad?
Take a position:
4. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.
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43. Marketing Discussion
ďź How can you relate the different models
brand equity presented in this chapter?
ďź How are they similar? Different?
ďź Can you reconstruct a brand-equity
Model that incorporates the best of each?
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Hinweis der Redaktion
Video icon links to snippet on Swiss Armyâs brand extensions.