Who We Are
The Institute for the Brand Image of Nursing (IBIN) is an international research collaborative dedicated to advancing Brand Image of Nursing science through multinational scholarship, measurement science, and academic partnerships.
From one course
to a global institute.
A Conversation Sparks
A graduate nursing leadership course taught by Dr. Judi Godsey ignites an unexpected robust conversation led by international branding expert, Dr. Tom Hayes, Professor of Marketing, regarding the lack of a consistent brand image for the nursing profession.
Exploratory Research
Initial focus groups and exploratory studies begin mapping how nurses and the public perceive the profession.
Validated Instruments
Creation and validation of the world's first instruments measuring the Brand Image of Nursing.
IBIN is Founded
IBIN is founded to serve as an international coordinating hub that provides instrument stewardship, as well as research coordination, consultation, and connections across cultures.
Award-Winning Publications
Peer-reviewed research published in Nursing Outlook receives "2022 Excellence in Research" award from the American Academy of Nursing.
International Reach
An expanded public comparison study with China quantifies the perception gap and draws international research interest.
Global Reach
Expansion of BIN research and scholarship worldwide.
Founders & Leadership
IBIN brings together partners with expertise in nursing, research, brand strategy, and digital innovation to advance the science and understanding of nursing’s brand image.
Judi Allyn Godsey, PhD, MSN, RN, FAAN
IBIN FOUNDING DIRECTOR
Senior Researcher for Global Partnerships
Dr. Godsey is an internationally recognized nurse scholar whose research focuses on strengthening nursing’s brand image as leaders through research, education, and global collaboration. She is the Founding Director and Senior Researcher for Global Partnerships for the Institute for the Brand Image of Nursing (IBIN), an international research collaborative dedicated to advancing evidence-based understanding of how outdated public perceptions of nursing fail to reflect the leadership roles of contemporary nurses.
Dr. Godsey led the development of the first psychometrically validated instruments to measure the Brand Image of Nursing. These instruments have been translated into Chinese, Spanish, German, Dutch, Lithuanian, and Arabic and are used in cross-cultural research worldwide. She has published extensively on nursing’s brand image and received the American Academy of Nursing’s Excellence in Research Award for her landmark publication identifying barriers that contribute to the profession’s inconsistent public image.
The nursing brand must be current, accurate, desired, consistent, and research-based.
Dolores White, DNP, RN, CNE
IBIN Director
Education and Global Research Partnerships
Dr. White serves as IBIN’s Director of Education and Global Research Partnerships and is an Associate Professor at Northern Kentucky University. As former President of the Kentucky Nurses Association, she advocated for recognizing nurses as leaders and policy advocates and for strengthening the profession’s brand image.
Drs. White and Godsey recently completed a global Delphi study with nursing experts from 14 countries to modernize and globalize Brand Image of Nursing instruments (publication pending). They are preparing to lead the 2027 International Symposium on the Brand Image of Nursing (ISBIN) at the University of Navarra in Spain. Working with BIN researchers from around the world, the symposium will explore strategies for advancing the brand position of All Nurses as Leaders throughout every corner of nursing and across the globe (details TBA).
Hildegart González Luis, Ph.D.
IBIN Advising Partner for International Media and Communications
Communications Professor at University of Navarra, Pamplona, Spain
Dr. González Luis is Professor at the School of Nursing, University of Navarra; Senior Policy Service Professor at the Center for Health Policy and Media Engagement, George Washington University; and Visiting Professor at Universidad de los Andes, Universidad Austral, and Universidad de Piura.
Her research focuses on the social image of nurses as portrayed in the mass media and social media; the development of nurses’ and nursing organisations’ communication and policy competencies; and the promotion of professional nursing identity and brand.
She has participated in 14 research projects and has published numerous articles in academic journals, as well as books and book chapters. She has also been a speaker at national and international conferences.
She has been appointed an Honorary Member of Sigma Theta Tau International Honor Society of Nursing and the Academy of Nursing Sciences of Bizkaia in recognition of her contribution to the development of nursing at both the international and national levels.
Amy S. Van Horn, DBA
Digital Strategist
Global Advisors
IBIN’s global advisors include international scholars and strategic partners who share a commitment to advancing Brand Image of Nursing science.
Member profiles will be added as bios and appointments are finalized.
BIN Advisors
Tom Hayes, PhD
Marketing and Branding Advisor; Co-Founding Director 2019-2022
Dr. Hayes is Professor of Marketing at Xavier University. He is a brand and marketing scholar whose pioneering work on branding colleges, universities, and professional services brought established brand theory into the development of instruments measuring the Brand Image of Nursing.
Brand re-positioning is achieved through consistency of message and action over time.
Gigi Robison, MSN, RN, AOCN
BIN Advisor
Gigi Robison, MSN, RN, AOCN has been committed to the growth of Nurses as Leaders for the last 40 years in her primary role as a Clinical Nurse Specialist in Oncology. Gigi served on the Board of Directors for the Oncology Nursing Society and has received multiple nursing leadership awards in the areas of research, education, and mentorship. She has collaborated with Dr. Judi Godsey on multiple projects related to the Brand Image of Nursing and is excited to collaborate internationally to expand the impact of the brand image of All Nurses as Leaders.
Perception shapes
everything.
The way society perceives nursing influences who enters the profession, who stays, who leads, and how much influence nurses hold in shaping healthcare.