| Description |
x, 275 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 230-246) and index. |
| Contents |
Introduction: the nature of names -- pt. 1. Names -- A typology of names -- Descriptive names: what you see is what you get -- Allusive names: more than greets the eye -- Coined names: new words for the language -- pt. 2. Naming -- Brainwaves and brainstorms -- Giving a good name -- Getting a bad name -- Scrabble scramble: how names are constructed -- Figures of brandspeak -- The sound of sales -- Symbols and their benefits -- Names heard round the world -- pt. 3. Namers -- An unlikely profession -- Making a list -- Checking it twice -- Spinning the name Web -- Naming's aftermath. |
| Summary |
"The authors tell everything there is to tell about 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. What kind of names exist - the initialized, descriptive, allusive, and coined. How namers surf on brain-waves. 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."--Jacket. |
| Subject |
Brand name products.
|
|
Brand name products. (OCoLC)fst00837883
|
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Markenname (DE-588)4114513-6
|
| Added Author |
Sutherland, Fraser.
|
| Other Form: |
Online version: Rivkin, Steve, 1947- Making of a name. Oxford ; New York : Oxford University Press, ©2004 (OCoLC)645915796 |
| ISBN |
0195168720 (hardcover ; alk. paper) |
|
9780195168723 (hardcover ; alk. paper) |
| Standard No. |
9780195168723 |
|
