دورية أكاديمية
[How a brand strategy strengthen the public service mission].
| العنوان: | [How a brand strategy strengthen the public service mission]. |
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| عنوان ترانسليتريتد: | Comment une stratégie de marque renforce le service public. |
| المؤلفون: | Ouazan JM; Établissement français du sang, 20, avenue du Stade-de-France, 93218 La Plaine Saint-Denis, France. jean-marc.ouazan@efs.sante.fr, Blaise-Pagès L, Le Failler F |
| المصدر: | Transfusion clinique et biologique : journal de la Societe francaise de transfusion sanguine [Transfus Clin Biol] 2013 May; Vol. 20 (2), pp. 153-7. Date of Electronic Publication: 2013 Apr 12. |
| نوع المنشور: | English Abstract; Journal Article |
| اللغة: | French |
| بيانات الدورية: | Publisher: Elsevier Science Country of Publication: France NLM ID: 9423846 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1953-8022 (Electronic) Linking ISSN: 12467820 NLM ISO Abbreviation: Transfus Clin Biol Subsets: MEDLINE |
| أسماء مطبوعة: | Publication: Paris : Elsevier Science Original Publication: Paris : Arnette Blackwell, c1994- |
| مواضيع طبية MeSH: | Blood Banks*/economics , Social Marketing*, Blood Donors/*psychology , Health Promotion/*methods , Marketing of Health Services/*methods, Blood Transfusion ; Communication ; Forecasting ; Humans ; Marketing of Health Services/economics ; Patents as Topic ; Pattern Recognition, Visual ; Volunteers |
| مستخلص: | Commercial companies or public service mission, today all organizations must manage their brand. For a public service organization, also, the brand is an asset that enhances its visibility to the various partners. A brand is a collection of signs that distinguishes it, it or the products and services it offers. In recent years, we are witnessing the valorization of public service mission brand in an objective of visibility but also for internal cohesion. Developing a brand brings benefits in its identification and knowledge by users but also within the institutional environment. This value can also be an economic booster. With a strong brand, the organization may reduce communication expenses. In recent years, we attend an important development of the territory marks. Concerning the Établissement français du sang (EFS) when it was created in 2000, it is the act of donation of blood, which was enhanced by the "Don du sang" logotype and not the institution. As a consequence, the logotype "EFS" was very discreet. But more than 10 years after, this situation has to evolve. The EFS is not just a blood transfusion organization. Beyond blood donations, the EFS has developed other activities (cell and tissue therapy, IHR, clinics, research, etc.). With the "new generation" blood centers, it is an opportunity to think over the brand EFS. This is why EFS has decided to develop a brand strategy, the ground of all communication policies. (Copyright © 2013 Elsevier Masson SAS. All rights reserved.) |
| تواريخ الأحداث: | Date Created: 20130417 Date Completed: 20140121 Latest Revision: 20130520 |
| رمز التحديث: | 20240829 |
| DOI: | 10.1016/j.tracli.2013.02.024 |
| PMID: | 23587621 |
| قاعدة البيانات: | MEDLINE |
Full Text Finder | تدمد: | 1953-8022 |
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| DOI: | 10.1016/j.tracli.2013.02.024 |