Building the evidence base that is redefining the global image of nursing.
The Brand Image of Nursing is an evolving field of interdisciplinary scholarship examining how the nursing profession is perceived, understood, measured, and communicated. Brand Image of Nursing science has developed through interdisciplinary research, measurement development, qualitative inquiry, public and professional perception studies, international collaboration, and scholarship focused on the evolving role of nurses as leaders.
The following growing collection of scholarship highlights publications that have contributed to the advancement of BIN science through the use or application of BIN instruments.
2022 Nursing Outlook Excellence in Research Award
Godsey, J., Houghton, D., & Hayes, T.
Nursing Outlook, 68(6), 808-821.
Why It Matters
Identifies the structural and cultural factors preventing a consistent professional brand image for nursing.
Dean Janie Heath and Dr. Sheila Melander with 2022 University of Kentucky award recipients Dr. Judi Allyn Godsey and Dr. Kristin Ashford during the 2022 American Academy of Nursing Conference in Washington, DC. Dr. Godsey received Nursing Outlook's "Excellence in Research" national award for her publication, "Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession." Dr. Ashford received the American Academy of Nursing's recognition as an Edge Runner for her PATHways Prenatal Program and Beyond Birth Comprehensive Treatment and Recovery Program.
Godsey, J., Perrott, B., & Hayes, T.
Journal of Nursing Management, 28(4), 968-975.
Why It Matters
Applies established brand theory to reposition nursing from a caring role to a leadership profession.
Godsey, J., Hayes, T., Schertzer, C., & Kallmeyer, R.
International Journal of Pharmaceutical and Healthcare Marketing, 12(1).
Why It Matters
Introduces the NCBPS and NDBPS: validated instruments for measuring the current and desired Brand Image of Nursing.
Zhou, L., Ni, Z., Godsey, J. A., Sukpasjaroen, K., Wu, Y., Liu, G., Chankoson, T., Kallmeyer, R., & Cai, E.
BMC Nursing, 21(1), 259. DOI: 10.1186/s12912-022-00975-2.
Why It Matters
Translates and psychometrically validates the Nursing Brand Image Scale (NBIS-C) for Chinese nurses, demonstrating strong reliability and validity and identifying five brand image subgroups through latent profile analysis.
Zhou, L., Godsey, J. A., Kallmeyer, R., Hayes, T., & Cai, E.
Nursing Outlook, 72(5), 102220.
Why It Matters
The first cross-cultural empirical study comparing public perceptions of the Brand Image of Nursing between China and the United States.
Koob, C., Reuschenbach, B., & Godsey, J. A.
BMC Nursing, 2025. DOI: 10.1186/s12912-025-04025-5.
Why It Matters
Translates and psychometrically validates the Nursing Brand Image Scale (NBIS-P-G) for German-speaking populations, extending BIN measurement science across national and linguistic contexts.
Godsey, J. A., & Hayes, T.
Nurse Leader, 21(2), 188-194.
Why It Matters
Outlines five actionable steps to reconstruct the Brand Image of Nursing, positioning all nurses as leaders.
Joseph, M. L., Godsey, J. A., Hayes, T., Bagomolny, J., Beaudry, S.-J., Biangone, M., Brewington, J., Anest, P., Godfrey, N., Lose, D., Martin, E., Ollerman, S., Siek, T., Thompson, J., & Valiga, T.
Nursing Outlook, 71(6), 102051.
Why It Matters
A consensus framework developed jointly by ISPIN and IBIN to deconstruct the current Brand Image of Nursing and align it with the desired image of All Nurses as Leaders.
Godfrey, N., Godsey, J., Hayes, R., & Howard, M.
Sigma Repository (Abstract & SigmaCast Podcast, Episode 10).
Why It Matters
A call for a unified, shared vision of nursing as a leadership profession.
Godsey, J., & Hayes, T.
Sigma Theta Tau International, "Creating Healthy Work Environments" Conference, Indianapolis, IN.
Why It Matters
Presents findings on nurses' self-described current vs. desired brand image.
Brewington, J., Robinson, M., Godsey, J., & Hayes, T.
Sigma Theta Tau International Society (Abstract & Webinar, 12/15/2020).
Why It Matters
Connects professional development with the Brand Image of Nursing.
Judi Allyn Godsey
Nursing Outlook, May–June 2026
Why It Matters
Argues that defining and actively shaping the Brand Image of Nursing is an urgent professional imperative, with direct implications for policy, practice, and the profession's future.
BIN research quantifies how public perceptions have not kept pace with nursing's scientific, clinical, and leadership roles. Until that gap is intentionally addressed, policy vulnerability will persist.
Koob, C., Reuschenbach, B., & Godsey, J. A.
BMC Nursing, 2025. DOI: 10.1186/s12912-025-04025-5.
Why It Matters
Translates and psychometrically validates the Nursing Brand Image Scale (NBIS-P-G) for German-speaking populations, extending BIN measurement science across national and linguistic contexts.
Brunelli, M. V., Maluenda Martinez, M., Sarco, V., Garcia, M., Varas Lantaño, C., & Gonzalez Luis, H.
International Nursing Review, 72(2), e70041.
Why It Matters
Documents predominantly negative public perceptions of nurses in Argentina, with more than 75% of participants holding negative views and over one-third unable to identify the expanded roles of nurses.
Zhou, L., Godsey, J. A., Kallmeyer, R., Hayes, T., & Cai, E.
Nursing Outlook, 72(5), 102220.
Why It Matters
The first cross-cultural empirical study comparing public perceptions of the Brand Image of Nursing between China and the United States.
Yeo, A., Lee, S. S., Lim, V. K. G., Godsey, J. A., Kuok, K., Gunawan, J., & Liaw, S. Y.
International Nursing Review, 72(2), e70026.
Why It Matters
A scoping review synthesizing evidence on strategies to elevate the Brand Image of Nursing across the global profession.
The Brand Image of Nursing (BIN) Conceptual Framework© is a research-based approach developed by Godsey & Hayes (2023) examining and advancing the profession’s macro-level image across public, media, and policy domains. Distinct from professional identity, which reflects individual (micro level) traits, BIN captures how nursing is perceived across the profession and throughout the public domain. The framework integrates qualitative and quantitative methods to identify high-frequency descriptors of nursing, develop and validate measurement instruments, and assess gaps between nursing’s current and most desired brand position. These gaps provide actionable insights to guide strategic re-branding initiatives (used with permission from the authors).
Godsey, J. A., & Hayes, T.
Nurse Leader, 21(2), 188-194.
Why It Matters
Outlines five actionable steps to reconstruct the Brand Image of Nursing, positioning all nurses as leaders.
Godsey, J. A., Hayes, T., Van Horn, A. S., & Assa-Eley, M.
American Journal of Pharmaceutical Education
Why It Matters
Applies a modified Brand Image of Nursing framework to pharmacy, demonstrating how BIN research and conceptual frameworks can inform the study of professional brand image in other health professions.
Joseph, M. L., Godsey, J. A., Hayes, T., Bagomolny, J., Beaudry, S.-J., Biangone, M., Brewington, J., Anest, P., Godfrey, N., Lose, D., Martin, E., Ollerman, S., Siek, T., Thompson, J., & Valiga, T.
Nursing Outlook, 71(6), 102051.
Why It Matters
A consensus framework developed jointly by ISPIN and IBIN to deconstruct the current Brand Image of Nursing and align it with the desired image of All Nurses as Leaders.
The Professional Identity and Brand Image of Nursing Conceptual Framework© is a consensus framework developed jointly by the International Society for the Professional Identity in Nursing (ISPIN) and the Institute for the Brand Image of Nursing (IBIN) (Joseph, Godsey, et al., 2023). This framework was designed to deconstruct the current professional identity and brand image by aligning it with the desired image of All nurses as Leaders (used with permission from the author).
BIN scholarship continues to grow through international research, measurement development, and the thoughtful advancement of evidence-based science on the Brand Image of Nursing.
