The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Introduction

Over the past several decades, health communication campaigns targeting youth have been widely used to improve health knowledge, beliefs, norms, and behaviors in both high- and low-income settings (Evans et al., 2008, 2015). In lower income countries