With this chapter, the authors intend to understand the importance of brand management
(specifically rebranding) in specific contexts of medical tourism and health and wellness …

In the last thirty years, there have been radical changes and innovations in individuals'
lifestyles. The tourism sector has also been significantly affected by this change. The rapid …

Purpose–The paper aims to highlight the importance of corporate rebranding in branding
practice, which is neglected in theoretical treatment, so an extended theory is to be …

The article investigates if, and in affirmative case how, Italian hospitals are managing
corporate brand communication. Thanks to results of qualitative research, this article offers …

Background Branding—the assignment of names, logos, slogans, and related elements of
identity to institutions and their product offerings for the purpose of conveying desired …

Introduction: Understanding the branding aspects of health care and its application and
development strategies is undoubtedly necessary for hospitals to achieve optimal marketing …

Health and business with health-related goods and services can be seen as one of the
mega trends in the twenty-first century (Nefiodow 1999). According to …

In the Asian belt, India along with Thailand, Malaysia, Singapore, Hong Kong, Indonesia and
the Philippines are the popular medical travel destinations. India has a 'health …

National branding supports countries to improve their international reputation, to attract
investment, to link their national name with comparative advantages of producing products …

Purpose–The purpose of this paper is to serve as an introduction to the usefulness of means‐
end chain (MEC) theory and analysis for branding in health tourism. Design/methodology …