Naming is the first--and some say hardest--step in creating a
brand. This guide gives you practical advice and real-world
examples that help you get past the frustration, cut the expense,
and avoid common mistakes and pitfalls in naming your company or
product. Inside, you will find: - What worked for the world's
biggest brands - The key criteria of a great name - What common
advice is nonsense that you should avoid - How to create, evaluate
and implement your name - Navigate past the stumbling blocks that
waste your tme and cost you money - Dealing with the challenge of
domain names - Addressing complex issues such as how company names
relate to product names, renaming, and naming for mergers and
acquisitions - Now with expanded tools for finding names and
creating new ideas Merriam's Guide to Naming provides you with a
proven process that works for small-budget start-ups and scales for
billion dollar global organizations.
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