title: Competitive edge: the art and science of branding.
abstract: Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.
authors.affiliation: Ali'i Marketing & Design. kim@aliidesign.com
authors.forename: Kim
authors.initials: K
authors.lastname: Longeteig
mesh_terms: D004465:Economic Competition; D008389:Marketing of Health Services / Q000379:methods*; D011872:Radiology Department, Hospital; D014481:United States