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About the Authors

Giniyat A. – Chairman of the Board of NJSC "National Center for Children’s Rehabilitation", Astana, Kazakhstan

Pavlovets L.P. – Deputy Chairman of the Board for Strategic Development of NJSC "National Center for Children’s Rehabilitation", Astana, Kazakhstan

Shakenov M.Z. – Chief of the Department of Strategic Development and Marketing of NJSC "National Center for Children’s Rehabilitation", Astana, Kazakhstan

Sarsekeeva S.M. – Marketologist of the Department of Strategic Development and Marketing of NJSC "National Center for Children’s Rehabilitation", Astana, Kazakhstan

Аbstract

Objective: To evaluate the impact of rebranding on the positioning of the National Center for Children’s Rehabilitation as a national flagship in integrated pediatric care in Kazakhstan.

Methods: The study used qualitative analysis of branding strategy, benchmarking with leading global centers, and an internal analysis including the center’s Unique Selling Proposition, mascot, hymn, and visual identity.

Results: The rebranding involved more than visuals: it redefined the center’s values through the mascot “Alan”, national symbols in the logo, golden-bronze palette, hymn, and patient-centric messaging. These changes strengthened the center’s recognition, emotional connection, and cultural positioning.

Conclusion: Rebranding served as a tool of institutional transformation, highlighting the center’s interdisciplinary model, national character, and alignment with WHO strategies and national healthcare priorities.

Keywords

Rebranding, rehabilitation, visual identity, mascot, Unique Selling Proposition, logo, multidisciplinary care.

References

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