TY - CHAP
T1 - Branding in contraceptive social marketing: The Pakistani experience
AU - Samad, Nayyer
AU - Nwankwo, Sonny
AU - Gbadamosi, Ayantunji
PY - 2010
Y1 - 2010
N2 - Branding is at best a complex phenomenon in conventional commercial settings and even more so in social marketing where the application of branding concepts and techniques are fairly recent but nevertheless gaining momentum. Against the backdrop of contraceptive social marketing programs implemented in Pakistan over the past 2 decades to promote the use of contraceptives, this article examines ways in which social marketing organizations used branding in a variety of ways to achieve positive behavioral changes and stronger market positioning. Using 3 illustrative case studies, our article provides a review of issues influencing branding in a highly regulated market-space. It finds that the development of trademarks and logos is fundamental to building a memorable brand, as is consistency of design and colors. Much of the techniques applied can be described as “pseudobranding”; (Hall & Jones, 2007) — conveying the identity of the product while not actually naming it.
AB - Branding is at best a complex phenomenon in conventional commercial settings and even more so in social marketing where the application of branding concepts and techniques are fairly recent but nevertheless gaining momentum. Against the backdrop of contraceptive social marketing programs implemented in Pakistan over the past 2 decades to promote the use of contraceptives, this article examines ways in which social marketing organizations used branding in a variety of ways to achieve positive behavioral changes and stronger market positioning. Using 3 illustrative case studies, our article provides a review of issues influencing branding in a highly regulated market-space. It finds that the development of trademarks and logos is fundamental to building a memorable brand, as is consistency of design and colors. Much of the techniques applied can be described as “pseudobranding”; (Hall & Jones, 2007) — conveying the identity of the product while not actually naming it.
UR - http://www.mendeley.com/research/branding-contraceptive-social-marketing-pakistani-experience
U2 - 10.1080/15245001003746758
DO - 10.1080/15245001003746758
M3 - Chapter
SN - 1524500100
T3 - Social Marketing Quarterly
SP - 50
EP - 68
BT - Social Marketing Quarterly
ER -