Steve Rivkin

The Making of a Name

The Inside Story of the Brands We Buy

Ebook (EPUB Format)

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… Mehr

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Produktdetails

Weitere Autoren: Sutherland, Fraser

ISBN: 978-0-19-988340-0
EAN: 9780199883400
Produktnummer: 19560080
Verlag: Oxford University Press
Sprache: Englisch
Erscheinungsjahr: 2005
Plattform: EPUB
Masse: 6'873 KB
Abbildungen: 136 logos

Über den Autor

Steve Rivkin, the proprietor of the highly successful U.S. naming consultancy Rivkin & Associates, is the co-author of many books on branding, among them IdeaWise, The New Positioning, and Differentiate or Die, which have sold in the hundreds of thousands. A Canadian, Fraser Sutherland is the author of 11 books. As an editor he's been involved in major dictionary projects spread across three countries.