The Name of the Beast: The Perilous Process of Naming Brands, Products and Companies

by Neil Taylor

Creating the name for a company, product, or brand is simplified with the knowledge presented in this practical and inspiring guide. Beginning with advice on how to select a name that differentiates the company and product line from all others in the marketplace, this handbook covers the often overlooked legal and linguistic implications of a name, as well as how to market the brand and convince people both internally and in the outside world that the chosen name is the best choice. Current naming trends and the lessons learned from failed experiments are provided as experiences from which to draw inspiration.

179 pages, Paperback

First published November 1, 2006

Reviews

[Caroline Duffy · Rating 3 out of 5]

This is a great read, but it includes many examples that are only known to Brits and Europeans, so not as illustrative as other books written for the American marketplace. Sound theories, authentic stories and wry writing style make it worth it, nevertheless. Written by an alumni of Interbrand. "Naming is in fact one of the hardest marketing jobs you'll ever do." " Research in New Scientist proves that our brains actually process brand names differently to other everyday words, and to people's names."

[Katya · Rating 2 out of 5]

Ничего удивительного в этой книге не нашла. В некоторых моментах устарела, в основном нельзя применить в российских условиях.