Core Viewpoint - The importance of brand building for public hospitals is emphasized, highlighting its role in enhancing internal cohesion and external reputation [1][3]. Group 1: Brand Significance - The brand of a public hospital is crucial for internal unity and external recognition, impacting both hard and soft aspects of hospital development [1]. - The "East Qilu" brand symbolizes over a century of efforts by the Qilu community, reflecting the hospital's commitment to brand development [3]. Group 2: Brand Development Strategies - The hospital focuses on enhancing brand depth by researching and preserving the cultural heritage of "East Qilu," producing annual publications to document its history [3]. - Efforts to increase brand warmth aim to foster employee loyalty and recognition, with initiatives like the "Shandong University Qilu Hospital Brand Image Recognition Manual" to standardize branding elements [4]. - The hospital is expanding the breadth of its brand by creating a series of specialized brands, such as the "Qilu Truth Lecture" for party building and the "Qilu Doctor's Say" for public engagement, enriching the cultural significance of "East Qilu" [4].