Regular price: $24.95

Free with 30-day trial
Membership details Membership details
  • A 30-day trial plus your first audiobook, free
  • 1 credit/month after trial – good for any book, any price
  • Easy exchanges – swap any book you don’t love
  • Keep your audiobooks, even if you cancel
  • After your trial, Audible is just $14.95/month
OR
In Cart

Publisher's 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 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.
©2004 Steve Rivkin; (P)2009 Audible, Inc.

What members say

Average Customer Ratings

Overall

  • 3.9 out of 5.0
  • 5 Stars
    3
  • 4 Stars
    2
  • 3 Stars
    2
  • 2 Stars
    1
  • 1 Stars
    0

Performance

  • 4.0 out of 5.0
  • 5 Stars
    0
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0

Story

  • 3.0 out of 5.0
  • 5 Stars
    0
  • 4 Stars
    0
  • 3 Stars
    1
  • 2 Stars
    0
  • 1 Stars
    0
No Reviews are Available
Sort by:
  • Overall
  • Mr. R. D. Cox
  • 05-31-11

Repetition is the mother of a bad audio book

I am learning - but only a little
Constant repetition coupled with overstating points, coupled with many lists and I give this book two stars before getting half way through