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

Rivkin, Steve; Sutherland, Fraser; Trout, Jack

ISBN 10: 0195168720 / ISBN 13: 9780195168723

Published by Oxford University Press Inc, 2005

About this Item

Shows how and why brand names make their place in language. This book shows how brand names differ from other names, and what goes into making a good name good and a bad name terrible. Giving both a history of brand naming and a how-to, with insights into the business of brand naming, this work is useful for those interested in "owned words". Num Pages: 288 pages, black & white illustrations. BIC Classification: KJSA. Category: (P) Professional & Vocational. Dimension: 234 x 159 x 24. Weight in Grams: 505. . 2004. Hardback. . . . . Books ship from the US and Ireland.

Seller Inventory # V9780195168723

Bibliographic Details

• Title: The Making of a Name. The Inside Story of the Brands We Buy.
• Publisher: Oxford University Press Inc
• Publication Date: 2005
• Language: English
• ISBN 10: 0195168720
• ISBN 13: 9780195168723
• Binding: Hardcover
• Condition: New

About this title

Synopsis

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.

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.