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The Making of a Name : The Inside Story of the Brands We Buy by Steve Rivkin and Fraser Sutherland (2005, Hardcover)


Synopsis
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 Nameis the one book anyone interested in "owned words" must have.

Product Identifiers
ISBN-10 0195168720
ISBN-13 9780195168723

Key Details
Author Fraser Sutherland, Steve Rivkin
Number Of Pages 288 pages
Format Hardcover
Publication Date 2005-01-13
Language English
Publisher Oxford University Press, Incorporated

Additional Details
Copyright Date 2004
Illustrated Yes

Dimensions
Weight 19.3 Oz
Height 1.1 In.
Width 9 In.
Length 6 In.

Target Audience
Group Trade

Classification Method
LCCN 2004-012206
LC Classification Number HD69.B7
Dewey Decimal 658.8/27
Dewey Edition 22

Contributors
Foreword by Jack Trout

Reviews
"...there is a ton of information in the book....The Making of a Name is a good reference tool for what has worked and what hasn't, and it's worth reading if you're about to choose a corporate identity." - Edmonton Journal

"Right now, all over America, millions of freelancers are startingcompanies, inventing products and marketing their services. Whether they'relaid-off dot-com kids or unfulfilled Boomers, they have one thing incommon--they all need names. Sadly for them, there's no book on the market thatlays out the process. Rivkin and Sutherland's book will fill that gap. It'spacked 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."--LauriePollock, formerly Senior Partner, Planning Director at Ogilvy and MatherAdvertising in New York

"Shakespeare had it wrong, according to these gents. A rose by any other name would not smell as sweet. And it certainly wouldn't sell by the armful, even on Valentine's Day. Imaging, they suggest, presenting your beloved with a bouquet of these fragrant blooms if they were named skunkcabbage. But that, the authors maintain, is what some hapless corporations do in naming their brands. In a volume as entertaining as [it is] erudite, they [detail] the resounding wrongs, as well as the deservedly famous rights, of naming companies and brands." - Edmonton Journal

"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

Certain data records � 2013 Bowker. Rights in cover images reserved by owners.


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