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The Inside Story of the Brands We Buy
By Steve Rivkin and Fraser Sutherland

We share the secrets of successful brand names – who makes them; why they’re made; and how they’re compiled, bought, sold and protected

ISBN: 0-19-516872-0
Published by Oxford University Press

Click to order from Amazon.com

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 be the difference between bankruptcy and a marketplace triumph.

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 names may be found, and what will become of them.
Fast-paced, illustration-packed, this is the definitive book on naming.
STEVE RIVKIN is the co-author of four successful business books and has more than 100,000 books in print. His naming consultancy is responsible for, among others, the names Ceridian, Global Impact, Oceana, Premio, Second Nature and Trueste.
FRASER SUTHERLAND, based in Canada, is a much-published journalist and the author of 11 books. As an editor and lexicographer, he's been involved in major dictionary projects spread across three countries.
"Anyone who loves names or needs names will love this book, and by the end of The Making of a Name, you’ll know everything you need to know about names and naming.”
– from the Foreword by Jack Trout

“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, former Senior Partner, Planning Director, Ogilvy & Mather Advertising, NYC

 
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