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appearance, brand identity, dress, nurse image



  1. Wocial, Lucia D. PhD, RN
  2. Sego, Kelly BS
  3. Rager, Carrie MA
  4. Laubersheimer, Shellee
  5. Everett, Linda Q. PhD, RN, FAAN, NEA-BC


A nurse's uniform influences perceptions about nursing practice and thus contributes significantly to the overall image of a nurse. A nurse's uniform also can represent the brand of an organization, the tangible and intangible attributes that distinguish an organization from its competitors. The rebranding of a major health care system provided a unique opportunity to refine the "image of nurses" within the organization. This article describes the planning, evidence gathering, and implementation of a major initiative to promote professional nursing practice.