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

The Making of a Name: The Inside Stories of the Brands We Buy shows how and why brand names make their place in our language. They show how brand names differ from other names, and what goes into making a good name good and a bad name terrible. Giving both a history of brand naming and a how-to, with valuable insights into the big business of brand naming, The Making of a Name is the one book everyone interested in "owned words" should read.