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As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

Brand name products --- Management. --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Branding (Marketing) --- Trademarks

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Make your brand so strong customers can't get it out of their heads!

Brand name products. --- Branding (Marketing) --- Brand name products --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Marketing --- Advertising --- Business names --- Commercial products --- Trademarks

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The ultimate guide to naming your product or business has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace. Too many new companies and products have names that look like the results of a drunken Scrabble game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace-naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and effective brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test. A great name makes you SMILE because it is Suggestive—evokes something about your brand; is Memorable—makes an association with the familiar; uses Imagery—aids memory through evocative visuals; has Legs—lends itself to a theme for extended mileage; and is Emotional—moves people. A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challenged—looks like a typo; is a Copycat—similar to competitors' names; is Restrictive—limits future growth; is Annoying—seems forced and frustrates customers; is Tame—feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge—speaks only to insiders; and is Hard to pronounce—confuses and distances customers. This 50 percent–new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.

Branding (Marketing) --- Brand name products --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Trademarks --- Marketing --- Advertising --- E-books --- branding --- merken --- Brand name products.

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Commercial products. --- Commodities --- Economic goods --- Merchandise --- Products, Commercial --- Commodity exchanges --- Manufactures --- Substitute products --- Contracting out

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Brand Bible is a comprehensive resource on brand design fundamentals.

DESIGN --- Graphic Arts / Branding & Logo Design --- Branding (Marketing) --- Brand name products --- Commerce --- Business & Economics --- Marketing & Sales --- Brand name products. --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Marketing --- Business names --- Commercial products --- Trademarks --- Advertising --- E-books