A healthy brand introduced by Cook et al (2010) states that a brand is no longer focused on notion of being profit-driven, but rather takes into account factors that are a consequence of a handsome profit. Brands need to be responsible and take into account their effect on the triple bottom line: people, planet and profit. A healthy brand in essence should establish and communicate a particular and unique meaning that overall adds value and connects with consumers. The Healthy Brand Criteria assesses a brand against: • Does the brand have a particular and meaningful purpose? • Is the brands purpose served in all that the brand does, is it transparent? • Does the brand have a distinctive identity? • Is the brand an engaging, authentic, coherent communicator? • Does the brand add value to the lives of people? • Does the brand build sustainable relationships by never taking more than it gives? • Does the brand and business that underpins it demonstrate that profit is not the driver, but a consequence of the above? …show more content…
This is evident in that they now provide health cover and funding to more than 5 million consumers locally and globally. The brand is committed to providing quality services and products that in turn assist consumers in being healthy whilst protecting their lives in doing so. In a saturated healthcare funding market, the need for a healthcare funding provider with tailored packages and a diverse offering was essential. This includes various divisions as aforementioned: Discovery Health, Discovery Life, Discovery Invest, Discovery Insure and Discovery Vitality. Features of a brand entail the scope of what the products and services offered are, commonly mistaken with benefits – benefits support emotive decision-making. However, features serve to inform of the factual information. A feature is the “what” whereas the benefit is the “why” (The Burghard Group,