Profiles Healthc Commun. 2007 May-Jun;23(3):1, 3-7, 2.
For years, the North Texas Hospital for Children at Medical City in Dallas struggled with its brand awareness. It's long-winded name was largely unknown among the city's 1.2 million residents. The hospital needed a new name and it needed one fast. The year 2005 proved to be both a burden and an opportunity for the 311-bed pediatric hospital. It survived a legal battle with a local competitor for the right to use the word "children's" in its name, created a new identity, and launched a three-year branding initiative to introduce its new name: Medical City Children's Hospital.
多年来，位于达拉斯医疗城的北德克萨斯儿童医院一直为其品牌知名度而苦恼。它冗长的名字在该市120万居民中基本上无人知晓。这家医院急需一个新名字。2005年对这家拥有311张床位的儿科医院来说既是负担也是机遇。它在与当地一家竞争对手就其名称中使用“儿童”一词的权利进行的法律斗争中幸存下来，打造了一个新形象，并发起了一项为期三年的品牌推广活动来推出其新名字：医疗城儿童医院。
