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.

The Making of a Name: The Inside Story of the Brands We Buy

Business & Money

Rivkin, Steve

Sutherland, Fraser

Marketing & Sales

Oxford University Press

THE PHILOSOPHY OF AS IF is a poetry collection that describes ideas that may not correspond with reality but help us to interact with reality better. Fiction writers often say that they tell a higher truth, but poets like to pretend that what they write is sincere, direct truth-telling. However poems are also fictions, and deal with what might be. Poets behave as if the world matches their models. The poems in this collection play on tension between desire and disillusion, between actuality and fantasy. The real yields what might be: the actual becomes the imaginary.

The Philosophy of As If

Literature & Fiction

Poetry

Bookland Pr Inc

The Book of Malcolm: My Son's Life with Schizophrenia

Parenting & Relationships

Rare Machines

See the best price to sell, buy, or rent books by Sutherland, Fraser. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Sutherland, Fraser