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|Title:||The Making of a Name : The Inside Story of the Brands We Buy|
|New / Used:||New|
|Book Type:||Small Hardcover with Dust Jacket|
|Published By:||Oxford University Press|
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. It outlines what kind of names exist?the initialized, descriptive, allusive, and coined.
Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming.