The VERB campaign: applying a branding strategy in public health.
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.
Asbury
Lori D
LD
Wong
Faye L
FL
Price
Simani M
SM
Nolin
Mary Jo
MJ
D000293:Adolescent; D000329:Advertising; D002487:Centers for Disease Control and Prevention, U.S.; D002648:Child; D015444:Exercise; D005260:Female; D006293:Health Promotion / Q000379:methods* / Q000458:organization & administration*; D006801:Humans; D008297:Male; D008402:Mass Media / Q000706:statistics & numerical data*; D009275:Names; D040241:Social Marketing; D014481:United States