Branding: a promise with a solid base

Over the past several decades, branding as a process of differentiating one company, product, or service from another has been central to the business efforts of a wide range of commercial enterprises. In more recent years, branding has become part of the lexicon of health care, where its function is accepted and its potential benefits desired. Much of the emphasis regarding brand building, however, is in the area of marketing. Although communications and their inherent promises remain an essential component in brand development for health care providers and managed care companies, the ultimate value of branding lies in its integration into an organization's operational structure and strategies.