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The Making of a Name: The Inside Story of the Brands We Buy
Hardcover
ISBN13: 9780195168723
Publisher: Oxford University Press
Published: Jan 13 2005
Pages: 288
Weight: 1.12
Height: 0.97 Width: 6.24 Depth: 9.24
Language: English
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.
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