Oxford University Press, USA
The Making of a Name: The Inside Story of the Brands We Buy
The Making of a Name: The Inside Story of the Brands We Buy
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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.
Author: Steve Rivkin, Fraser Sutherland
Publisher: Oxford University Press, USA
Published: 01/13/2005
Pages: 288
Binding Type: Hardcover
Weight: 1.12lbs
Size: 9.24h x 6.24w x 0.97d
ISBN: 9780195168723
Review Citation(s):
Publishers Weekly 01/03/2005 pg. 50
Library Journal 01/15/2005 pg. 126
Library Journal 01/01/2005
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.
Author: Steve Rivkin, Fraser Sutherland
Publisher: Oxford University Press, USA
Published: 01/13/2005
Pages: 288
Binding Type: Hardcover
Weight: 1.12lbs
Size: 9.24h x 6.24w x 0.97d
ISBN: 9780195168723
Review Citation(s):
Publishers Weekly 01/03/2005 pg. 50
Library Journal 01/15/2005 pg. 126
Library Journal 01/01/2005
About the Author
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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