What's in a name? Everything in president race

By Jeff Mason

WASHINGTON (Reuters) - Just call her Hillary. Say hello to Barack. This year's crop of U.S. presidential candidates are using distinctive first and last names to connect with voters and create a brand that they hope will resonate on Election Day.

So what's in a name? Quite a bit when you're running for the most powerful position in the world. The trick, analysts and observers say, is how to use those names to woo voters.

Hillary Clinton, the New York senator and former first lady, has emphasized her first name, putting it on posters and signing it on fund-raising appeals in an effort to stamp her own identity on her campaign and counter perceptions that she is aloof.

"Names are brands," said Christopher Hull, an adjunct professor at Georgetown University who specializes in presidential primaries.

"'Hillary' is not that common a name and therefore it is an easy one to brand."

Using her first name also differentiates her from famous husband Bill Clinton, the former president.

"I think if she just went by Clinton or Hillary Clinton, (then) people are reminded of Bill again," said Anna Beardsley, 29, attending a rally for Obama in Alexandria, Virginia.

"Hillary's kind of a nice, fun name. I think that ... she has to use that to her advantage. I think she needs it."