Téléchargez le livre : The Making of a Name

The Making of a Name

The Inside Story of the Brands We Buy

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Oxford University Press


Paru le : 2005-01-13



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Description
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 Name is the one book anyone interested in "owned words" must have.
Pages
n.c
Collection
n.c
Parution
2005-01-13
Marque
Oxford University Press
EAN papier
9780195168723
EAN PDF
9780199769964
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0
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0
Taille du fichier
16671 Ko
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Prix
24,10 €
EAN EPUB
9780199883400
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
0
Taille du fichier
6707 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
24,10 €
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.

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