Exploring the influence of the verb^TM brand using a brand equity framework

The Centers for Disease Control and Prevention's Youth Media Campaign designed VERB^TM as an aspirational brand to increase physical activity among children aged 9-13 years. In the current study, we explore the influence of the VERB^TM brand in the campaign using a brand equity framework. Brand equity responses were collected from 1,007 children from a national cross-sectional telephone survey. Findings indicated that high VERB brand equity was associated with increased positive attitudes toward physical activity and participation in free-time physical activity. The relationship between brand equity and free-time physical activity was partially mediated through attitudes. Brand personality and leadership=popularity constructs were found to be strong predictors in determining physical activity attitudes and behaviors, respectively. As the use of a branding strategy increases in public health, brand equity offers social marketers a frame- work for evaluating the effectiveness of their efforts.