Ebook Download The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland
This is several of the benefits to take when being the member as well as obtain the book The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland right here. Still ask what's different of the other site? We supply the hundreds titles that are produced by recommended authors and publishers, worldwide. The connect to buy and download The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland is additionally extremely easy. You may not find the complex site that order to do even more. So, the means for you to obtain this The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland will be so simple, won't you?
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland
Ebook Download The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland
The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland How a simple idea by reading can boost you to be a successful person? Reviewing The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland is an extremely straightforward activity. However, just how can lots of people be so lazy to read? They will certainly choose to invest their free time to chatting or hanging around. When as a matter of fact, reviewing The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland will certainly give you much more possibilities to be successful completed with the efforts.
As recognized, journey and experience regarding driving lesson, home entertainment, as well as understanding can be obtained by just reading a publication The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland Even it is not directly done, you can know even more about this life, about the world. We offer you this appropriate and simple means to gain those all. We provide The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland and lots of book collections from fictions to science at all. One of them is this The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland that can be your companion.
Exactly what should you think much more? Time to obtain this The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland It is very easy after that. You could just sit and also stay in your area to obtain this book The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland Why? It is on-line book shop that supply so many collections of the referred publications. So, merely with web link, you could delight in downloading this book The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland and also varieties of publications that are hunted for now. By checking out the web link web page download that we have given, guide The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland that you refer so much can be found. Simply conserve the requested book downloaded and install and afterwards you can appreciate guide to review each time and location you desire.
It is extremely easy to read guide The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland in soft documents in your gizmo or computer. Once again, why must be so hard to get the book The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland if you can pick the easier one? This site will certainly reduce you to select and also choose the most effective collective books from the most wanted seller to the launched book just recently. It will certainly always upgrade the compilations time to time. So, attach to internet and visit this website consistently to get the brand-new book everyday. Now, this The Making Of A Name: The Inside Story Of The Brands We Buy, By Steve Rivkin, Fraser Sutherland is your own.
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.
- Sales Rank: #1648935 in Books
- Published on: 2005-01-13
- Original language: English
- Number of items: 1
- Dimensions: 6.00" h x 1.10" w x 9.00" l, 2.20 pounds
- Binding: Hardcover
- 288 pages
From Publishers Weekly
The naming industry sprang up in the 1980s to deal with the complexities of brand identity, the legal maze of eligibility and the pitfalls of translation. In this encyclopedic compilation, Rivkin, proprietor of a U.S. naming consultancy and Sutherland, a Canadian author and editor, mix business with linguistics in an attempt to demystify the name game. In Part I they distinguish among the basic types of names: descriptive, allusive and coined. Part II, on the naming process, offers a massive amount of recycled information, from right-brain/left-brain functioning to obvious brainstorming methods � la marketing 101; a blizzard of lexicographic, phonetic and linguistic factoids; a brief dissertation on the origins of speech; a litany of familiar cautionary tales about the perils of translation; and much more. All of this is exhaustively researched and appropriately cited; while some of it bears a direct relation to naming, a great deal comes across as too much icing. Part III, an overview of naming firms and alternatives, concludes with Rivkin's own finding that companies consider naming consultants less effective than internal task forces or agencies. If this overstuffed volume is representative of the field, that comes as no surprise. (Jan.)
Copyright � Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"This authoritative and fascinating book on names and naming will be used by entrepreneurs, students, inventors, marketers, and wordsmiths at all levels. Recommended."--Library Journal
"Right now, all over America, millions of freelancers are starting companies, inventing products and marketing their services. Whether they're laid-off dot-com kids or unfulfilled Boomers, they have one thing in common--they all need names. Sadly for them, there's no book on the market that lays out the process. Rivkin and Sutherland's book will fill that gap. It's packed with useful 'how to' as well as tales both inspiring and cautionary: back-stories on the brand names we know--and why we love or hate them."--Laurie Pollock, formerly Senior Partner, Planning Director at Ogilvy & Mather Advertising in New York
About the Author
Steve Rivkin, the proprietor of the highly successful U.S. naming consultancy Rivkin & Associates, is the co-author of many books on branding, among them IdeaWise, The New Positioning, and Differentiate or Die, which have sold in the hundreds of thousands. A Canadian, Fraser Sutherland is the author of 11 books. As an editor he's been involved in major dictionary projects spread across three countries.
Most helpful customer reviews
11 of 12 people found the following review helpful.
A passionate, intelligent guide to those names we buy
By John Yunker
The book provides a thorough introduction to the evolution and significance of brand names. It's an easy read for those of us without degrees in linguistics and covers a great deal of ground. I particularly liked the anecdotes liberally spread throughout.
Of particular interest to me was a chapter devoted to global brand names. While I would have liked to see more attention devoted to this topic - since most brand names created today should first be given a "global analysis" - I found some wonderful anecdotes in the chapter. Here are a few:
"Standardizing the taste is one thing. Standardizing the marketing is another." Even though Heineken is kept standard globally, its marketing is widely tailored to each market. For example, in Asia beer is marketed as a sophisticated, almost feminine, product while brewers in Australia position it as quite the opposite.
Nestle succeeds globally because it creates products specific to local markets. For example, it offers an instant coffee specifically for India called Sunrise, blended with chicory to appeal to local taste buds. The company may have a dozen worldwide brands but has more than a hundred regional brands and more than 700 local brands.
Be careful when taking your brand name into new markets. Consider the challenges that these local brands would face if they were introduced into the US:
* Bimbo bread (Spain)
* Zit soft drinks (Greece)
* Pschitt soft drink (France)
7 of 10 people found the following review helpful.
The "Comprehensive" Inside Story of the Brands We Buy
By Gregory A. Tarallo
"The Making of a Name" is a terrific, comprehensive book on names, namers, and naming. I highly recommend this book to anyone, whether you are an entrepenuer in the midst of launching a new company, product or service, a seasoned marketer, or quite frankly, you just like names and words. "The Making of a Name" is chock full of naming anecdotes, hints, tips, and history (I was especially interested in the tid-bits about the brands we're all familiar with).
By the end of the book, you'll know names--inside and out. What makes a good name, what makes a bad name, how names are created (and in some cases, re-created), and a ton more. You'll be hard pressed to hear, read, see, or think of a name in the same light!
4 of 6 people found the following review helpful.
Words matter.
By Anne Miller
In an overcommunicated world, the words we choose to name things are very important if you want to catch fire with a market and be remembered by consumers. This book is enormously helpful to anyone bringing out a new product or service. It is also extremely entertaining to read -- a winner on every count.
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland PDF
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland EPub
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland Doc
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland iBooks
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland rtf
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland Mobipocket
The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin, Fraser Sutherland Kindle
Tidak ada komentar:
Posting Komentar