The Making of a Name: The Inside Story of the Brands We Buy

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Oxford University Press, USA, 2004 - 275 páginas
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How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph.In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them.Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have.
 

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The making of a name: the inside story of the brands we buy

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Ever wonder what makes a good name memorable and a bad name inappropriate and sometimes even dreadful? Why do Snickers sell and Marathon Bars don't? Since a name can make or break a product, service ... Leer reseña completa

Índice

Introduction
1
Part I
21
Part II
53
Part III
165
Afterword
211
Appendix
225
Sources and Resources
230
Index of Proper Names
247
Página de créditos

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Sobre el autor (2004)


Steve Rivkin, the proprietor of the highly successful U.S. naming consultancy Rivkin & Associates, is the co-author of many books on branding, among them IdeaWise, The New Positioning, and Differentiate or Die, which have sold in the hundreds of thousands. A Canadian, Fraser Sutherland is the author of 11 books. As an editor he's been involved in major dictionary projects spread across three countries.

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