Our Corporate Name
Our Governance & Management
Kings & Queens Medical International Group was incorporated and registered by the Ghanaian Registrar of Companies on 28th January 2013. The company’s registration numbers are CS144182013 & C0001489062.
The Company was registered with the Ghana Investment Promotion Centre, an agency within the Office of the President of Ghana, on 20th March 2013. Registration with the Centre entitles Kings & Queens Medical International Group Limited to assistance from the Centre in the form of support services including facilitatory assistance to procure authorities and permits required for the establishment and operation of the medical training hospital and its ancillary and associated services and other benefits and guarantees as provided under Act 478 of the National Parliament of Ghana.
The Corporate Business Name: the corporate umbrella
The registered name for the corporate business identity is:
Kings & Queens Medical International Group Ltd
This name has a complementary role to the trading name outlined.
Clause 20. The Hospital Trading Name: the brand
The principal trading name will be the formal overarching business name for the hospital’s functional activities. Although the trading name has to suggest the theme of the business, in reality the name has a more important function. That function is the creation of a brand. The name chosen therefore is vital in building community support and patient support, both important factors in building the hospital’s brand recognition, status and reputation. Building a brand’s recognition, status and reputation is crucial to the successful long-term growth of a business, no matter what industry sector it works in.
Selecting the name however should not be a process undertaken lightly or quickly. For example, to adopt a name in haste simply to respond to some external issues may be seriously detrimental to long term goals. There are many important angles involved in the selection of a name. Within that context, the following points have been taken into account in selecting the trading name:
1. Make sure the name is not a generic description of what the business does; it must distinguish the business by suggest the essence (i.e. the unique characteristics) of the business. The crunch point is that to be effective, the name must have brand potential. A name that is too narrow in identifying the business or too descriptive of the business does not have the depth or dimension to become an effective brand.
2. If it's a comfortable and relaxing name, forget it. Everyone else will. In the selection of the name, it is very important to look for something to punch through the marketplace clutter, not add to it.
3. While short names are generally the most effective as a primary brand name, there are many situations where a longer name can be effective.
4. The name is about brand and marketing strategy, not emotion and office politics. Many people are surprised that selecting a name is such an emotionally charged decision. Naming decisions are fraught with politics, turf issues, and individual preferences. Stick to the brand and marketing strategy and do not allow the lowest common denominator solution.
5. Don't expect unanimity of agreement with the name. In the first few weeks following the introduction of a new name, there is often a lot of discussion and publicity. Usually, such discussion and publicity will be favourable. As a general rule, familiarity breeds comfort. As people become more familiar with the name, they will become more comfortable with it.
6. Make room for expansion. The name should not be so narrow that it will create problems in the future.
The formal trading name selected for the business consultancy and database services is:
The Kings & Queens Medical International Group Ltd
Why the use of the nomenclature ‘Kings & Queens' .The philosophical concept that led to the adoption of the term Kings & Queens in the Corporate Name is based on the symbolic view that our cherished Clients, Patients, Staff and Students would be treated like Kings and Queens within the company, receiving the highest standards of dedicated care. This is a noble objective that fully respects the clients.
Two important concepts that are central to the overall promotion of the business arise from the selection of this name. The first is that the name is unique, thus providing a base for the creation of a promotable brand. The second is that the name clearly illustrates the purpose and objectives of the hospital and consequently, will be integral to the overall hospital marketing strategy.
Clause 21. The Consultancy Tagline: the positioning statement
In keeping with this medical analogy, the marketing tagline will be:
Deo Medice
The marketing tagline, and the hospital’s motto, for the Kings & Queens Medical University & Teaching Hospital is ‘Deo Medice’, which literally translated, means ‘God, the Healer’. The concept behind the tagline therefore is that although the hospital team believes that it has qualified Health Professional to treat Patients and help them return to good health, it is still God or Allah, who is the Giver of Life and The Ultimate Healer. Religion plays a significant role in the lives of Ghanaians.