REVIEW ARTICLE
Can brand theory help re-position the brand image of nursing?
Judi Godsey PhD, MSN, RN,
Bruce Perrott PhD,
Tom Hayes PhD,
Corresponding Author
Judi Godsey PhD, MSN, RN
Assistant Professor
Department of Nursing, Northern Kentucky University, Highland Heights, KY, USA
Correspondence
Judi Godsey, Department of Nursing, Northern Kentucky University, Highland Heights, 41011 KY.
Email: [email protected]
Search for more papers by this authorBruce Perrott PhD
Senior Lecturer
Department of Marketing, University of Technology Sydney, Sydney, NSW, Australia
Search for more papers by this authorTom Hayes PhD
Dean
Williams College of Business, Xavier University, Cincinnati, Ohio, USA
Search for more papers by this authorJudi Godsey PhD, MSN, RN,
Bruce Perrott PhD,
Tom Hayes PhD,
Corresponding Author
Judi Godsey PhD, MSN, RN
Assistant Professor
Department of Nursing, Northern Kentucky University, Highland Heights, KY, USA
Correspondence
Judi Godsey, Department of Nursing, Northern Kentucky University, Highland Heights, 41011 KY.
Email: [email protected]
Search for more papers by this authorBruce Perrott PhD
Senior Lecturer
Department of Marketing, University of Technology Sydney, Sydney, NSW, Australia
Search for more papers by this authorTom Hayes PhD
Dean
Williams College of Business, Xavier University, Cincinnati, Ohio, USA
Search for more papers by this authorInstitutional Review Board approval was obtained from Xavier University for the study described and referenced in this paper (IRB #13-022).
Funding information
This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.
[Correction added on 04 November 2020, after first online publication: The copyright line has been changed]
Abstract
Aim
The current vs desired brand position of the nursing profession is examined using brand theory.
Background
The nursing brand has a long and revered image with various stakeholder groups. However, the current image frequently represents nurses as caring advocates rather than Influential Leaders who deliver, manage and administer health care services.
Evaluation
Recent quantitative field research describes perceptions of nurses' current vs desired brand position. A perceptual map illustrated a gap on the axes of Patient-Centered Caregivers and Leaders in Healthcare. Empirical literature provided the foundation for prescriptive advice, which could address potential threats and opportunities for the brand.
Key Issue
Brand theory is used to describe how nurses' current image seems at odds with nurses' role in contemporary society. The largest gap on the perceptual map was on the ‘Leadership Axis', suggesting more effort is needed to change perceptions of the essential leadership role of nurses in various health care systems.
Implications for Nursing Management
The nursing profession needs to implement branding strategies, which close the gap between the current and desired brand positions. The central brand position of nurses as leaders should thread throughout practice, education, research and professional associations for effective brand repositioning to occur.
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