Brand name changes help health care providers win market recognition.
As the healthcare industry continues to recognize the strategic implications of branding, more providers will undertake an identity change to better position themselves in competitive markets. The paper examines specific healthcare branding decisions, the reasons prompting brand name decisions and the marketing implications for a change in brand name.
Keesling
G
G
Towson State University, MD.
D006273:Health Facility Merger; D006754:Hospital Restructuring; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D009936:Organizational Innovation; D010934:Planning Techniques; D011641:Public Relations; D014481:United States