title: The Perils of "Branding".
authors.forename: Richard B
authors.initials: RB
authors.lastname: Gunderman
mesh_terms: D002605:Character; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods / Q000592:standards; D000072177:Radiologists; D040241:Social Marketing; D012938:Social Perception; D009626:Terminology as Topic