ROLE OF SUCCESSFUL BRANDING IN SOCIAL MARKETING
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Abstract
The function and significance of branding in social marketing are the primary topics covered
in this article, and successful social marketing brands are used to illustrate those topics. The
obstacles that must be overcome in order for a social product's branding, such as a campaign
promoting healthy living, quitting smoking, or safe driving, to be successful are discussed. In
addition to being change-oriented, competitive, compatible, caring, and culturally
appropriate, a social marketing brand also needs to have the four Ps (promotion, positioning,
pricing, and placement) in place.
The challenge of social marketing is to complement rather than compete with community
mobilisation and structural changes, as well as to increase the number of times that it is
chosen as the "preferred brand" for individual and societal change, and to increase the
number of occasions on which it is chosen as the "preferred brand." The establishment of
academic programs, the legitimization of social marketing as a scholarly field of study, and
the commitment of a substantial amount of private sector involvement are the three primary
factors that are necessary for the successful branding of social marketing.
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