 We
share the secrets of successful brand names – who
makes them; why they’re made; and how they’re
compiled, bought, sold and protected
Available September 2004 ISBN: 0-19-516872-0
Published by Oxford University Press $26.00
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| 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. |
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The book outlines what kind of names
exist – the initialized, descriptive, allusive,
and coined. |
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How namers surf on brainwaves. |
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The do’s, don’ts, and nevers of naming |
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How the structure of names is built from the ground
up and how their sounds are engineered. |
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Why names symbolize benefits. |
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Where in the world names may be found, and what
will become of them. |
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| Fast-paced, illustration-packed, this is
the definitive book on naming. |
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| 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. |
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| 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. |
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"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 |
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“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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