کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10520553 | 954185 | 2013 | 5 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Comment une stratégie de marque renforce le service public
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کلمات کلیدی
موضوعات مرتبط
علوم زیستی و بیوفناوری
ایمنی شناسی و میکروب شناسی
ایمونولوژی
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چکیده انگلیسی
Commercial companies or public service mission, today all organizations must manage their brand. For a public service organization, also, the brand is an asset that enhances its visibility to the various partners. A brand is a collection of signs that distinguishes it, it or the products and services it offers. In recent years, we are witnessing the valorization of public service mission brand in an objective of visibility but also for internal cohesion. Developing a brand brings benefits in its identification and knowledge by users but also within the institutional environment. This value can also be an economic booster. With a strong brand, the organization may reduce communication expenses. In recent years, we attend an important development of the territory marks. Concerning the Ãtablissement français du sang (EFS) when it was created in 2000, it is the act of donation of blood, which was enhanced by the “Don du sang” logotype and not the institution. As a consequence, the logotype “EFS” was very discreet. But more than 10Â years after, this situation has to evolve. The EFS is not just a blood transfusion organization. Beyond blood donations, the EFS has developed other activities (cell and tissue therapy, IHR, clinics, research, etc.). With the “new generation” blood centers, it is an opportunity to think over the brand EFS. This is why EFS has decided to develop a brand strategy, the ground of all communication policies.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Transfusion Clinique et Biologique - Volume 20, Issue 2, May 2013, Pages 153-157
Journal: Transfusion Clinique et Biologique - Volume 20, Issue 2, May 2013, Pages 153-157
نویسندگان
J.-M. Ouazan, L. Blaise-Pagès, F. Le Failler,