Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love [NOOK Book]

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 ...

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

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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....

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Product Details

  • ISBN-13: 9780132143240
  • Publisher: Pearson Education
  • Publication date: 10/30/2009
  • Series: FT Press Delivers Elements
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 10
  • File size: 358 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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