Abstract
Abstract Branding and tailoring are health communication strategies with roots in commercial marketing perspectives. Despite their apparent dissimilarities in scope, with branding focusing on populations and tailoring focusing on individuals, these two health communication strategies are relevant to each other. Branding could add value to tailored health messages by enhancing their visual nature, source credibility, or helping to build stronger relationships with consumers. Tailored health messages could add value to branding by enhancing brand equity assets. Research is needed to examine the value added by integrating branding and tailoring as health communication strategies.
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