Research Measurement Science
Collaboration Global Scholarship

Making the full contribution of nursing visible.

There is broad recognition that the public strongly associates nursing with caring, compassion, and presence at the bedside; associations that are both accurate and deeply valued. In this sense, nursing already “owns” the distinction of caring in the eyes of the public, and within the healthcare landscape.

The challenge is not to replace that image, but to broaden it. What remains largely invisible is the intellectual, scientific, and decision-making work that enables caring to be effective: complex coordination of care, translation of evidence into practice, workforce leadership, quality assurance oversight, and policy advocacy. When these dimensions remain invisible, the nursing profession risks being understood primarily through relational qualities rather than through the full scope of its expertise (Godsey, 2026).

Advancing Brand Image of Nursing Science.

Multinational ScholarshipMeasurement ScienceAcademic Partnerships

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.

Drag to rotate the globeHover a point to view country, language, and research statusClick the link inside the flag to access BIN publications by country

Countries Engaged in Brand Image of Nursing (BIN) Research & Scholarship

01 — What Is BIN

What is the Brand Image of Nursing?

The Brand Image of Nursing refers to the collective perceptions, associations, beliefs, expectations, and impressions held by internal and external stakeholders regarding the nursing profession.

BIN is a macro-level societal construct—shaped by forces far beyond any individual nurse—not an individual professional identity.

While professional identity describes how an individual nurse understands their own role, the Brand Image of Nursing lives at the level of society: the shared picture of the profession that the public, media, institutions, and nurses themselves carry.

Science that measures.Collaboration that unites.Evidence that advances nursing.

A global framework for advancing research, collaboration, and Brand Image of Nursing science.

IBIN — Institute for the Brand Image of Nursing

An international research collaborative advancing Brand Image of Nursing science through multinational scholarship, measurement science, and academic partnerships.

Research. Measurement. Global Collaboration.

Get in Touch

Send us a message

© 2026 Institute for the Brand Image of Nursing. All rights reserved.

All Nurses are Leaders.