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Making of a Name, The.

Author: Steve Rivkin; Fraser Sutherland; Jack Trout
Publisher: New York : Oxford University Press, 2004.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rivkin, Steve.
Making of a Name, The: The Inside Story of the Brands We Buy.
New York : Oxford University Press, ©2004
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Steve Rivkin; Fraser Sutherland; Jack Trout
ISBN: 9780195168723 0195168720
OCLC Number: 1027198274
Description: 1 online resource (286 pages)

Abstract:

Shows how and why brand names make their place in language. This book shows how brand names differ from other names, and what goes into making a good name good and a bad name terrible. Giving both a  Read more...

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"This authoritative and fascinating book on names and naming will be used by entrepreneurs, students, inventors, marketers, and wordsmiths at all levels. Recommended."--Library Journal"Right now, all Read more...

 
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