The Making of a Name
The Inside Story of the Brands We Buy
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- 33,99 €
Beschrijving uitgever
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.
PUBLISHERS WEEKLY
The naming industry sprang up in the 1980s to deal with the complexities of brand identity, the legal maze of eligibility and the pitfalls of translation. In this encyclopedic compilation, Rivkin, proprietor of a U.S. naming consultancy and Sutherland, a Canadian author and editor, mix business with linguistics in an attempt to demystify the name game. In Part I they distinguish among the basic types of names: descriptive, allusive and coined. Part II, on the naming process, offers a massive amount of recycled information, from right-brain/left-brain functioning to obvious brainstorming methods la marketing 101; a blizzard of lexicographic, phonetic and linguistic factoids; a brief dissertation on the origins of speech; a litany of familiar cautionary tales about the perils of translation; and much more. All of this is exhaustively researched and appropriately cited; while some of it bears a direct relation to naming, a great deal comes across as too much icing. Part III, an overview of naming firms and alternatives, concludes with Rivkin's own finding that companies consider naming consultants less effective than internal task forces or agencies. If this overstuffed volume is representative of the field, that comes as no surprise.
