“A Killer Brand exists when an entity derives a disproportionate amount of success in its category because of a compelling and differentiated expectation that comes to be associated with its name.” NamesAmountExpectationsBrandsCategoriesKillersCompellingEntity Book:Killer Brands: Create and Market a Brand That Will Annihilate the Competition Source: Killer Brands: Create and Market a Brand That Will Annihilate the Competition