Brand equity στον κλάδο της υγείας συγκριτική ανάλυση ελληνικών νοσοκομείων
Brand equity in health sector comparative analysis of Greek hospitals
KeywordsΕπώνυμο προϊόν ; Φήμη προϊόντος ; Κλάδος υγείας ; Μέτρηση φήμης προϊόντος ; Brand ; Brand name ; Health sector ; Brand equity ; Rand equity measurement
To measure the reputation of a product or service (brand equity) is a complex but also important process for a company because of the fact that it gives an advantage over its competitors and enables it to consolidate its market position. In this thesis, the concept of brand equity was approached and analyzed in terms of marketing and not in financial terms. The fact which was given larger base is how companies will strengthen brand associations in the minds of consumers so as to increase the awareness of the brand. The first chapter is a flashback to the history of the first brands and their evolution until today. The second chapter includes the definition and interpretation of the word "brand". Furthermore, the various elements that make up a brand and it is importance both for consumers and for businesses are analyzed, since brands are a source of value for both of them. In the third chapter, various definitions of brand equity are given in order to fully understand it’s meaning. It has been noticed that there is no commonly used term of brand equity, nor a way of measurement. Therefore, the two basic and most comprehensive approaches of brand equity are presented and analyzed, those of Aaker and Keller, on which the most of academic research is based. The fourth chapter presents the methods of measuring brand equity by Aaker and Keller, as already mentioned, which are the most significant of the relevant literature. The fifth chapter is an introduction to the structure of health sector. This chapter analyzes the characteristics of health industry. The health systems are also defined and the forms, sources of financing and the problems that exist in every health system are considered. The sixth chapter shows how the brand equity can affect the hospital industry. In addition, references are made as far as the importance of hospital branding is concerned, the factors of successful brand equity in the hospital sector are analyzed and the factors that have the greatest influence in shaping the brand equity are mentioned. In the seventh chapter, a comparative analysis of patient satisfaction studies between two public Greek hospitals is presented, one of which is newly created and the other has developed a reputation for providing a specific kind of health care services. Consumer satisfaction is an important determinant of brand equity in the Keller and the comparison of a newly built hospital, without reputation, with another that already has some reputation in the market, is a way of estimation of the brand equity of the hospital that has already been in the health market. The eighth chapter focuses on private sector provision of health care services and more specifically three of the largest health care services providers in Greece are presented, the group “YGEIA”, the group “IATRIKO” and the group “IASO”. Initially, this chapter presents the structure of each group on human resources, health services, available equipment, investment movements and actions of promotion. In addition, there are presented economic data of the health groups mentioned above concerning the period 2002-2004, the early years of the economic crisis in Greece and the recent period 2013-2014 , in order to draw conclusions as to the effectiveness and the impact of marketing campaigns which aim at increasing brand equity and of the economic values of health care corporations. Finally, in the ninth chapter , proposals for possible future research and suggestions to the managers and marketers of health care corporations are made.