Genus - Echinacea
Echinacea is also called coneflower. There are 9 species in the Genus but the most used specie in the genus is purpurea. Hybridizers have been fast at work in this specie. The recent explosion in varieties has been astonishing. Commercial availability of new coneflowers reaches at least 3-6 new varieties every year for the past 5 years. There is surely a coneflower color or bloom for most everyone's taste.
Coneflower needs a well drained soil and is tolerant of some drought. Coneflowers love full sun but will tolerate half shade. The make an excellent cut flower.
Pests of conflower are few. Deer tend to not eat them but rabbits will. Use a rabbit repellent such as dried blood to deter them.