Did you know there is such a thing as disease branding? Well there is, and it plays a hugely important role in how we respond to outbreaks and pandemics.This episode:Why diseases need branding - and rebranding.A short but sordid history of 19th century 'freak shows'Stigmatising names we still use todayGay Related Immunodeficiency (GRID) - a masterclass in the worst possible brand you can give a diseaseThe pharma business and 'disease awareness' campaigns.Why they existPros and consThe tricky business of naming a disease that's new to science.Naming the pathogens vs naming the diseaseThe World Health Organisation's new guidance on what you can and can't call a diseaseNovel diseases and how often they occurHow Coronavirus got its name.SARS-CoV-2COVID 19CoronavirusWhat happens to a brand when it shares a name with a disease.Corona beer versus CoronavirusCan panic-buyers tell the difference?