Keywords: Brand image Professional identity in nursing Nurse as leader Lack of influence Background: The professional identity and brand image of nurses as leaders have not kept pace with the roles and scope of contemporary nursing practice.. Historically, nurses have struggled to define the image of nursing and the professional role of the nurse. There are many different views and opinions, but nurses are definitely gaining ground when it comes to defining the profession of nursing. The annual Gallup survey for professions noted that for honesty and ethical standards, nursing has been rated at the top of the list for the past 16.
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This chapter describes how the image of nursing has been shaped and suggests strategies that nurses can use to forge a positive public and professional image of their practice. Because nurses have been the subjects of artists, sculptors, and writers for thousands of years, an his- toric perspective is used to illustrate the contextual background for the evolving image of this profession.. The professionalization of nurses and the public image of the nursing profession is the subject of ongoing international debates. A negative public image has a negative impact on nurses’ self-concept and the development of their professional identity. The professional aspects of the work nurses perform remain invisible in the media, partly as a result of the dominant position of the medical.
