Trillium Book Awards Author Reading 2015

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

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The Making of a Name

Oxford University Press, 2004

From the Publisher's website:

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.