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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 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.

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