The Making of a Name: The Inside Story of the Brands We BuyOxford University Press, USA, 2004 - 275 páginas 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. |
Índice
Foreword by Jack Trout ix | 1 |
Part II | 48 |
Part III | 149 |
Página de créditos | |
Otras 4 secciones no se muestran.
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The Making of a Name: The Inside Story of the Brands We Buy Steve Rivkin,Fraser Sutherland Vista previa restringida - 2004 |
The Making of a Name:The Inside Story of the Brands We Buy: The Inside Story ... Steve Rivkin,Fraser Sutherland No hay ninguna vista previa disponible - 2005 |
Términos y frases comunes
Accenture acronyms advertising allusive names American AMERICAN EXPRESS Bank became become beer Blue brand names brand-name British called Canada Canadian capitalized changed Chinese Citigroup clients Coca-Cola coined names color combined Communications company's Concord connotations Consignia consonants consumer corporate created culture customers cybersquatters David Crystal derived descriptive names Dictionary domain name drug English French German global groups Häagen-Dazs IKEA Intel International Internet Isuzu Jack Trout Japanese label Landor Landor Associates language Latin letters linguistic linked logo maker mark marketing McDonald's meaning million mondegreens morphemes Motors movie namers naming firms nouns original owner percent phonetic plosive registered renamed Rivkin & Associates Ruth Shalit Shinolas slang slogan sold sometimes sound speech spelling suffixes suggest syllables symbol tion trade name trademark United United Kingdom users verb Viagra vowel wanted words York