The use of branding in the healthcare industry is an important tool for building an organizations reputation and relevance to the community and to payers while differentiating from other healthcare organizations and services. Consumer experience, satisfaction, trust, and attachment are important considerations when deciding on how to brand an organization or product and service. “Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses” stemming from a brands image to its environments (Chinomona, 2013). Brand experience includes how a consumer views and seeks out information about that specific organization Brand satisfaction, according to Chinomona’s article, refers to consumer fulfillment and level of expectation achieved that result in overall satisfaction of the product or service or organization. Brand trust is the idea that consumers believe a product, service, or organization will actually do what they are intended to and allows consumers to rely on its viability. Brand attachment refers to a consumer’s deep connection or self identification to the brand while fulfilling consumer standards.
The four brand factors determine consumer pattern, loyalty, and behavior towards an organization. For example, Target brands itself as selling affordable and quality products. The stores are smaller than its competition Wal-Mart and the ambience of the store is more intimate. The colors are more attractive and the staff normally happier and nicer than other big stores. Target offers another high quality brand in its stores, Starbucks which reiterates its brand to consumers. Target shoppers are loyal shoppers and prefer its brand over others’ even if the products are one in the same....
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...care industry is an important tool for building an organizations reputation and relevance to the community and to payers while differentiating from other healthcare organizations and services. In every circumstance that involves these three players, branding is necessary. Patients want to go to hospitals that are well-known and have solid success rates. Payers want to invest in organizations that have a solid foundation of trust, finances, and reputation. And employees want to work for organizations that value their mission and vision and spark creative and positive work environments. Hospitals, for the most part, all do the same thing but to be the top choice hospital, branding is necessary in a consumer driven society. Assuring that consistency, mergers, and finances are in order, a branding strategy can help an organization become the frontrunner in its industry.
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