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The Making of a Name : The Inside Story of the Brands We Buy - Steve Rivkin

The Making of a Name

The Inside Story of the Brands We Buy

Hardcover

Published: 1st June 2005
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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.

"This authoritative and fascinating book on names and naming will be used by entrepreneurs, students, inventors, marketers, and wordsmiths at all levels. Recommended."--Library Journal "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 "This authoritative and fascinating book on names and naming will be used by entrepreneurs, students, inventors, marketers, and wordsmiths at all levels. Recommended."--Library Journal "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

Foreword
Introduction : the nature of namesp. 1
A typology of namesp. 23
Descriptive names : what you see is what you getp. 30
Allusive names : more than greets the eyep. 38
Coined names : new words for the languagep. 47
Brainwaves and brainstormsp. 55
Giving a good namep. 64
Getting a bad namep. 78
Scrabble scramble : how names are constructedp. 99
Figures of brandspeakp. 112
The sound of salesp. 117
Symbols and their benefitsp. 127
Names heard round the worldp. 143
An unlikely professionp. 167
Making a listp. 174
Checking it twicep. 181
Spinning the name webp. 196
Naming's aftermathp. 201
Afterword : do names have a future?p. 211
International trademark classes of goods and servicesp. 225
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780195168723
ISBN-10: 0195168720
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 288
Published: 1st June 2005
Publisher: Oxford University Press Inc
Country of Publication: US
Dimensions (cm): 23.4 x 15.9  x 2.4
Weight (kg): 0.51