...Ambar Basu; Jian Wang Purpose The purpose of this paper is to examine the role of branding in public health campaigns. Design/methodology/approach The paper reviews public health campaigns, and their goals and objectives vis‐à‐vis the current health market conditions. The imperatives...

... communities in the country. The Crown, meanwhile, consolidated its position by being able to engender a whole national “brand” around the mythical corpus. Research limitations/implications Methodologically, using folklore and other popular narrative material is useful as to an extent it is outside...