Week 2 Discussion

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Kenyatta University *

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503

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Business

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Nov 24, 2024

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Uploaded by CoachDolphinMaster782

1 Week 2 Discussion: Consistency in Branding Name Institution Course Instructor Date

2 Consistency in Branding As per the online research that I carried out, I decided to settle on Mayo Clinic located in Rochester, Minnesota. The healthcare organization is the most expanded Mayo Clinic Campus and is well-renowned for steering various forms of evidence-based patient specialty care. Through a focus on steering a continuum of specialty care that is in line with the underlying hospital’s mission, there is then enablement for steering a robust depiction of consistency and order. The context is founded on Mayo Clinic’s unique logo and other related brand elements that help steer its well-acknowledged and robust positioning within the healthcare market industry. As per the healthcare organization's brand logo, there is the depiction of three linked shields, each shield having a unique form of description for order and consistency for relaying "The Mayo Effect". The three shields are representative of "clinical practice", "education", and "research", https://www.mayoclinic.org/documents/mayo-effect-10-things-pdf/ doc- 20079459 .#:~:text=The%20three%20shields%20in%20the,workforce%20needs%20for%20the %20institution (Mayo Clinic, 2011). The initial shield, “Clinical practice”, is significant for extending evidence-based research and a continuum of education. The second shield, “Research”, depicts the role of professional collaborating healthcare team members in clinical practice. The third shield, “Education” highlights the necessity for ensuring a continuum of high- end personal and professional competencies and accountabilities per patients’ needs and ethical and compliance standards adherence within the healthcare organization. Another brand element that steers the aspect of order and consistency is the organization's website, https://www.mayoclinic.org/giving-to-mayo-clinic/philanthropy-in-action/features- stories/a-strong-foundation (Mayo Clinic, 2023). Through this website print, Michael Powell

3 describes that the healthcare organization offers the embodiment of being a worldwide leader by focusing on the upholding of robust values that are amalgamated within the art of pioneering medicine. The brand elements facilitate a positive effect on patients' choice of healthcare services as they are founded on an external form of communication that increases the organization's publicity (Schmitt & Simonson, 1997). In this regard, the targeted consumer base, ‘patients”, is given the perception that amalgamates with the peace of mind that the organization stands out as a highly trusted leader within the healthcare industry https://www.mayoclinic.org/about-mayo- clinic/care-network/increase-competitive-edge (Mayo Clinic, 2022) This generated positive impact acts as the driving force for upholding Mayo Clinic’s competitive edge within the healthcare industry. References

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4 Mayo Clinic. (2011). “The Mayo Effect” Ten things you may not know about Mayo Clinic . The Mayo Effect. Retrieved from https://www.mayoclinic.org/documents/mayo-effect-10- things-pdf/doc-20079459.#:~:text=The%20three%20shields%20in%20the,workforce %20needs%20for%20the%20institution. Mayo Clinic. (2022). Increase competitive edge . Mayo Clinic. Retrieved April 13, 2023, from https://www.mayoclinic.org/about-mayo-clinic/care-network/increase-competitive-edge Mayo Clinic. (2023). A strong foundation - giving to Mayo Clinic . Mayo Clinic. Retrieved April 13, 2023, from https://www.mayoclinic.org/giving-to-mayo-clinic/philanthropy-in- action/features-stories/a-strong-foundation Mayo Clinic. (2023). Mayo Clinic in Rochester, Minnesota . Mayo Clinic. Retrieved April 13, 2023, from https://www.mayoclinic.org/patient-visitor-guide/minnesota Schmitt, B. H., & Simonson, A. (1997). Marketing aesthetics: The strategic management of brands, identity, and image . The Free Press.

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