Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love

Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love

by Brian D. Till
     
 

This Element is an excerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.

 

Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines.

 

Overview

This Element is an excerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.

 

Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines.

 

“Close-Up,” “Jiffy Lube,” “Rain Dance,” “The Medicine Shoppe,” “Irish Spring,” and “Puppy Chow”: all are great names that reflect the essence of the product or service. Good branding starts with the name--the representation of the brand, conjuring images, concepts, and experiences. The name is the foundation for these perceptions....

Product Details

ISBN-13:
9780132143240
Publisher:
Pearson Education
Publication date:
10/16/2009
Series:
FT Press Delivers Elements
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
10
File size:
372 KB

Meet the Author

Brian D. Till is Associate Professor and Department Chair of Marketing at Saint Louis University. His teaching interests include marketing strategy and advertising management; his research interests include brand equity, celebrity endorsements, and creativity in advertising. Till holds a Ph.D. from the University of South Carolina and an M.B.A. from the University of Texas at Austin. Donna Heckler is Vice President of Marketing and Branding for Monsanto, a multinational agricultural biotechnology corporation with annual revenue of more than $7 billion.

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