The Making of a Name

The Making of a Name

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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 do's, don'ts, and nevers of naming; and how the structure of names is built from the ground up. Fast-paced, illustration-packed, analysing the past and probing into the future, this is the definitive book on naming.The Chevrolet Traverse suggests a merger of a Chevy truck with the agility of a sedan, blending versatility, ruggedness, ... OPI aims some of its nail-care products at canines, or rather their indulgent owners, and includes such nail polishes oranbsp;...

Title:The Making of a Name
Author:Steve Rivkin, Fraser Sutherland
Publisher:Oxford University Press on Demand - 2004


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