Branding play for children: VERBTM It’s what you do

Marian E. Huhman · Simani M. Price · Lance D. Potter

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Marketing and Advertising Strategies Public Health Policies and Education Media Influence and Health

Abstract

Abstract The VERB campaign used a branding strategy closely modeled after the methods used to brand commercial products in the private sector. The VERB brand was the organizing element for the campaign's marketing approach and advertising platforms to reach its target audience of tweens. A continuous tracking survey monitored the VERB brand's performance, giving feedback about the reach, appeal, and relevance of the brand and the TV commercials. Using the VERB brand for different behaviours and in different settings were examples of opportunities that were considered; some were implemented, with lessons learned for other public health campaigns.

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References

1990Consumer Evaluations of Brand Extensions 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 2010Generation M2 : Media in the Lives of 8- to 18-year-olds 2003Brand Synthesis: The Multidimensionality of Brand Knowledge 2005The new strategic brand management: creating and sustaining brand equity long term 1999How Advertising Works: What Do We Really Know?1997Building Strong Brands 2004Building the buzz in the hive mind

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