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· Evaluate the value of assigning appropriate brand identities to represent health care goods, services, and institutions. Provide support for your rationale.

· Assess the value of Calder and Reagan's Brand Design Model as a device for systematically guiding health care marketers through the process of formulating brands. Explain one reason why a SWOT analysis is needed to help health care organizations understand competitor brands. Provide two examples from a health care organization with which you are familiar that support the value of Calder and Reagan's Brand Design Model.

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