Key Points: This session reviews the evidence base, evaluation methods, and recent advances in public health branding, and teaches participants theory-based, practical approaches to evaluate the contribution of brand equity to changes in health behavior and prevention of tobacco use. The translation and application of commercial marketing strategies into public health is the most important overall trend in social marketing. Public health branding is one of the primary mechanisms for this translation and application.

The workshop describes how public health brands have been developed (e.g., the Legacy truth campaign) in the United States, Europe, Africa and Oceania; the communication techniques they use; measurement of brand reactions and behavior change resulting from brand affiliation; evaluation design; and analysis and utilization of evaluation findings. The workshop describes methods to provide feedback to public health practitioners aimed at tailoring and refining branded health messages. Global case studies illustrate the knowledge base on branding and potential to improve future health communication efforts in tobacco control and health promotion.

Learning Objectives: The audience will learn how to measure and assess brand efficacy and to use this assessment in designing, evaluating, and improving social marketing campaigns to prevent tobacco use.

Benefits: The workshop teaches practical skills about brand use that can help to promote and refine comprehensive campaigns to prevent tobacco use among various target audiences and to promote a positive non-smoking lifestyle.