In business, weak product images along with a
corresponding lack of awareness are addressed
through the application of marketing science.
Borden’s concept of ‘‘marketing mix’’ along with
McCarthy’s suggested that four P’s, product, price,
place, and promotion, are foundational to marketing
science (Borden, 1964; McCarthy & Perreault, 1990).
The four P’s are a simplistic, yet useful method for
framing marketing decisions so that consumers in the
target audience perceive value and exhibit a positive
response to the product. Branding refers to the process
of creating product identity (Aaker, 1996). Basu
and Wang (2009) noted that today branding in public
health campaigns means focusing not only on the
perceived value, but the provision of long-term value,
allowing the target audience to associate with the
campaign/message and adopt and support its use.