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. "Right now, all over America, millions of freelancers
are starting companies, inventing products and marketing their
services. Whether they're laid-off dot-com kids or unfulfilled
Boomers, they have one thing in common-they all need names. Sadly
for them, there's no book on the market that lays out the process.
Rivkin and Sutherland's book will fill that gap. It's packed with
useful 'how to' as well as tales both inspiring and cautionary:
back-stories on the brand names we know-and why we love or hate
them." -Laurie Pollock, formerly Senior Partner, Planning Director
at Ogilvy & Mather Advertising in New York
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