title: Strong branding creates a competitive edge.
abstract: This article encompasses the basics of branding and how it relates to radiology organizations. It also provides tools to help develop your brand. To effectively use branding as a component of your marketing strategy, it is important to follow 3 basic principles: focus on where you excel, understand the existing markets, and be consistent. You do not need to be a large hospital, imaging center, or department to create a brand identity.
authors.affiliation: CodeRyte, Inc., USA. pwagner@coderyte.com
authors.forename: Peggy
authors.initials: P
authors.lastname: Wagner
mesh_terms: D004465:Economic Competition; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D019982:Organizational Case Studies; D011871:Radiology / Q000191:economics / Q000458:organization & administration*; D011872:Radiology Department, Hospital / Q000191:economics / Q000458:organization & administration*; D014481:United States