Essay --

Stanford Medical Center is located in Stanford, California and ranked as one of the best hospitals in the United States art object also serving as a teaching hospital. Stanford is internationally known for its expertise in so many medical areas and for years they have slip away 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 efficacy 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 disclose serve its patients. Stanfords long term goal was to implement a curriculum development and provide opportunities for faculty to pursue research within antithetical 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 c o- scratching arrangement where Stanford Medical Center would operate a Vietnam health care facility and send some of its clinicians over to train and educate the facilitys doctors and nursing staff while helping improve and monitor Vietnams 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 companys 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 barely 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 thats in co-branding. My third pass is to expand the target market by suiting to the environments culture. (Mlissa Bever, Stphanie Lallemand , 2011) Localization or universal slogans are important because even though an organizations brand values and culture means one thing in American markets, in a unusual land those words and meanings could be different and its a simple fact that some concepts dont 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.