Essay --

Stanford Medical Center is located in Stanford, California and ranked as one of the best hospitals in the United States while also serving as a teaching hospital. Stanford is internationally known for its expertise in so many medical areas and for years they have continue to discover and create while working together to improve health on a global scale. In 2008, Stanford decided that they wanted to increase trainee and faculty exposure to international health and in doing so they created a team of Stanford and UCSF faculty to go on an exploratory mission to Vietnam. Vietnam lacks good health facilities and hospitals to better serve its patients. Stanford’s long term goal was to implement a curriculum development and provide opportunities for faculty to pursue research within different cultural and scientific environments. (Viet Nam Welcomes Stanford and UCSF Faculty, 2008) My report will discuss the scenario if the Vietnam government requested Stanford to develop a co-brandin g arrangement where Stanford Medical Center would operate a Vietnam healthcare facility and send some of its clinicians over to train and educate the facility’s doctors and nursing staff while helping improve and monitor Vietnam’s health quality programs. First, what is co-branding? Co-branding is a technique used by many businesses and healthcare to help with positive associations of another company’s product or brand. In this case the co-branding strategy is being used to gain more marketplace exposure. Long standing health care organizations as with any well-known organization will carry a franchise that represents loyalty both internally and with consumers. Stanford is a name already known by consumers which will further attract patients especially when ... ...ame to it. Second one would be to ensure that the original mission, values, culture, and benefits are instilled and guaranteed in every organization that’s in co-branding. My third recommendation is to expand the target market by suiting to the environments culture. (Mà ©lissa Bever, Stà ©phanie Lallemand , 2011) Localization or universal slogans are important because even though an organization’s brand values and culture means one thing in American markets, in a foreign land those words and meanings could be different and it’s a simple fact that some concepts don’t translate between cultures. This is when a team would perform a transcreation. Transcreation is copywriting in a foreign language and this is valuable because they re-write the brand message for the target country to help them understand and appreciate the original message and how it reflects the company.