Making of a name, the: the inside story of the brands we buy
Auteur :
Rivkin, Steve / Sutherland, Fraser / Trout, Jack
Éditeur :
Oxford University Press Inc
ISBN :
9780195168723
Date de publication :
11 nov. 2004
Dimensions :
15,9 x 23,5 x 2,5 cm
Poids :
508 g
Langue :
Anglais
Pays d'origine :
USA
Shows how and why brand names make their place in language. This book shows 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 insights into the business of brand naming, this work is useful for those interested in "owned words"