Understanding the Brand Management and Rebranding Processes in Specific Contexts of Medical Tourism

Abstract

With this chapter, the authors intend to understand the importance of brand management (specifically rebranding) in specific contexts of medical tourism and health and wellness. The case study will include an example of the medical tourism segment in Portugal. This research is particularly relevant for Portugal because it is necessary to ensure the sustainability of the health system, as health expenditures are mostly publicly funded. Models and best rebranding practices will be studied in the health and wellness sector in Portugal (e.g., medical tourism). The chapter starts with a conceptual framework based on branding and rebranding models. From this theoretical base, the concepts and models are derived. This study aims at discussing brand management in healthcare management and medical tourism contexts. From an interdisciplinary perspective, this research brings together inputs from relationship marketing, medical tourism, and healthcare management (service excellence).