4073.0: Tuesday, November 14, 2000: 8:30 AM-10:00 AM

Identity, branding, and positioning for public health organizations and programs: Why, how-to, and case studies

This session focuses on identity building, branding, communications, and positioning as essential and critical means of eliminating disparities between the potential of an organization and its public health effectiveness. Through an integrated panel of "How To" presentations and case examples, this highly interactive session will outline the principles of image, identity, and positioning and its relevance for public health organizations and programs for a broad audience of health communicators, health promoters, educators, planners, and researchers. The opening presentation lays the groundwork for the whole session by addressing the key principles of identity development, branding, and communications, and demonstrates a step-by-step, research-based process for determining an organizations' identity, image, and positioning. The second presentation demonstrates how and why to apply these principles through case studies from three very different organizations that have embarked on identity development and branding - CDC, Alliance Healthcare, and AARP's wellness programming reinforce the key principles and model different ways of initiating and implementing an identity-building effort, with special attention to lessons learned. The closing presentation pulls together the preceding ones by illustrating a practical model, from an agency's perspective, for establishing the desired identity, image, and positioning through all aspects of communications. Participants learn specific techniques for beginning the identity development process, including: timing, how to gain internal support, identifying barriers, and how to troubleshoot them. Introduced are a series of little used research techniques that are highly suited for developing an identity platform that win support from both internal and external target audiences
See individual abstracts for presenting author's disclosure statement.
Learning Objectives: Refer to the individual abstracts for learning objectives
Presider(s):Moshe Engleberg, PhD,, MPH
Organizer(s):Moshe Engelberg, PhD, MPH
8:30 AMHelping public health organizations succeed at branding - key steps & lessons learned from an agency perspective
Lindsey Spindle, Edward Maibach, PhD, MPH
8:50 AMHow to develop and communicate a powerful organization identity: A step-by-step process for public health organizations
Hollie Garcia, Moshe Engelberg, PhD, MPH
9:10 AMIdentity, branding, and positioning for Public Health Organizations - A panel discussion
Moshe Engelberg, PhD, MPH
The following abstracts have been withdrawn by the authors:
Managing the Identity Development Process - Three Case Studies
Susan D. Kirby, DrPH, Stephanie Casenza, Kay Loughrey
Sponsor:Public Health Education and Health Promotion
Cosponsors:Black Caucus of Health Workers; Health Administration

The 128th Annual Meeting of APHA