Articles with tag: «branding»

    Marketing in health care
  • 2018 № 4 Corporate brand as a method of increasing the competitiveness of a non-governmental healthcare system

    The article identifies the concepts of brand, corporate brand and branding, problems and methods of using the brand in medical organizations. The results of the conducted research and analysis of efficiency, evaluation of intangible components and values of the corporate brand are presented. The directions of marketing work for increasing competition in the institutions of the non-state healthcare system are suggested. The need to create a single corporate brand for the entire national healthcare system is highlighted

    Authors: Solovyova U. A. [1] Novikov M. S. [2]

    Tags: brand1 branding1 competitiveness2 corporate brand1 marketing events1 non-governmental medical organization1

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