Communicating brand differentiation among city and town OBGYNS

Communicating brand differentiation among city and town OBGYNS

Abstract:

Branding is no longer a concern of a company or an institution. In the last decade, studies have suggested that even individuals have considered personal branding as a form of advertising and marketing to enhance their value and sense. This paper focuses on finding a qualitative answer to one of the brand asset valuator (BAV) concepts of Young and Rubicam (2000) – brand differentiation. Using transcripts of focus interview and XSight software observation logs from six Filipino OB/GYNs from the city of Manila and the town of Virac, Catanduanes, this paper argues that there are commonalities on
the concepts of brand differentiation from the two locales. Moreover, the paper suggests that OB/GYNs communicate their brand differentiations by highlighting knowledge and personal care as stand out themes in increasing their personal brand.