The Making of a Name: The Inside Story of the Brands We Buy
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Book Overview
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.
Customer Reviews
Rated 5 starsP E R F E C T .
B E A U T I F U L A N D P E R F E C T
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Rated 4 starsOR...Learn to dance in ten easy steps
There is nothing simple about developing effective brand names. With the number of trademarks and the globalization of marketing opportunities beyond English speaking peoples, the need to define leadership with an internet domain... Steve has done a solid job of defining the requirements for getting it right. Now get out your tap dancing shoes...
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Rated 5 starsThe "Comprehensive" Inside Story of the Brands We Buy
"The Making of a Name" is a terrific, comprehensive book on names, namers, and naming. I highly recommend this book to anyone, whether you are an entrepenuer in the midst of launching a new company, product or service, a seasoned marketer, or quite frankly, you just like names and words. "The Making of a Name" is chock full of naming anecdotes, hints, tips, and history (I was especially interested in the tid-bits about the...
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Rated 5 starsA passionate, intelligent guide to those names we buy
The book provides a thorough introduction to the evolution and significance of brand names. It's an easy read for those of us without degrees in linguistics and covers a great deal of ground. I particularly liked the anecdotes liberally spread throughout. Of particular interest to me was a chapter devoted to global brand names. While I would have liked to see more attention devoted to this topic - since most brand names created...
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Rated 5 starsWords matter.
In an overcommunicated world, the words we choose to name things are very important if you want to catch fire with a market and be remembered by consumers. This book is enormously helpful to anyone bringing out a new product or service. It is also extremely entertaining to read -- a winner on every count.
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