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. aClose-Up, a aJiffy Lube, a aRain Dance, a aThe Medicine Shoppe, a aIrish Spring, a and aPuppy Chowa: 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....brands that, over time, gave the consumer no reason to purchase them. ... For the many failures, there are an equal number of success stories. ... rental car companies base their business in airports, Enterprise scatters their locations through the community; focusing on customer service. ... Sony has been highly successful with their PlayStation franchise (PlayStation, PlayStation 2, and PlayStation 3).
|Title||:||Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love|
|Author||:||Brian D. Till, Donna D. Heckler|
|Publisher||:||Pearson Education - 2009-10-16|