An Analysis of Hospital Brand Mark Clusters

Abstract

This study analyzed brand mark clusters (i.e., various types of brand marks displayed in combination) used by hospitals in the United States. The brand marks were assessed against several normative criteria for creating brand marks that are memorable and that elicit positive affect. Overall, results show a reasonably high level of adherence to many of these normative criteria. Many of the clusters exhibited pictorial elements that reflected benefits and that were conceptually consistent with the verbal content of the cluster. Also, many clusters featured icons that were balanced and moderately complex. However, only a few contained interactive imagery or taglines communicating benefits.

KEYWORDS:

• brand mark
• marketing identity
• hospital
• health service quality

Notes

^aof 302 brand mark clusters.

^bof 67 brand mark clusters with both WM & LM.

^cof 179 icons.

^dof 138 pictorial icons.

^eof 52 clusters containing non-icon pictorial elements.

^fof 180 brand mark clusters containing pictorial elements.

^gof 40 brand mark clusters containing interactive images.

^hof 120 clusters containing taglines.

ⁱof 65 positioning slogan taglines.

^jof 51 clusters containing benefit taglines and pictorial elements in cluster.

^kproportion reduction in loss (Rust & Cooil 1994).