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Driving brand equity in health services organizations: the need for an expanded view of branding
BACKGROUND: Branding—the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences—is of paramount importance in the health services industry. Associated initiatives traditionally...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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BioMed Central
2018
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6293487/ https://www.ncbi.nlm.nih.gov/pubmed/30545362 http://dx.doi.org/10.1186/s12913-018-3679-4 |