The Making of a Name

The Inside Story of the Brands We Buy

Steve Rivkin, Fraser Sutherland

Oxford University Press
Publication date : 2005-01-13

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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.

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About the book

Author

Steve Rivkin , Fraser Sutherland

Imprint

Oxford University Press

Collection

n.c

Publication date

2005-01-13

Pages

n.c

Print ISBN

9780195168723

Language

English

Ebook informations

EAN PDF

9780199769964

Price

£21.09

Copy count 0

Print count 0

File size 16671 Ko

Informations accessibility

EAN EPUB

9780199883400

Price

£21.09

Copy count 0

Print count 0

File size 6707 Ko

Informations accessibility

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About author(s)

Steve Rivkin

Fraser Sutherland

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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