The VERB campaign: applying a branding strategy in public health.
other · Level V
Where this comes from
- Record sourced from PubMed, PMID 18471598.
- Also identified by DOI 10.1016/j.amepre.2008.03.010.
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Abstract
A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.