The Art of Naming for a Business with a High Reputation

Author: (USA) Frankel, A. (Author), Wang Delun (Translator)
Publisher:
Publishing Date: Not available
Features:
BlackBerry – A portable wireless communication device
Accenture – A globally renowned management consulting company that shook off the heavy burden of Arthur Andersen
Viagra – An eye-catching pharmaceutical
Cayenne – A sports utility vehicle from Porsche
E-commerce – A hallmark keyword of the 21st century
These brilliant names have long transcended mere advertisements or packaging, vividly and naturally appearing in our mouths or on our pens, creating extraordinary economic and cultural value. Without realizing it, these words have swiftly integrated into our lives at an accelerated pace. The master craftsmen behind these words have not only created these catchy brand names but have also crafted an entirely new world – a multi-dimensional space where words are the elements, products are the carriers, and rich connotations form the foundation. This is the mysterious and enticing world that this book opens up for us.
Words have facilitated the formation and development of the modern market. They are everywhere yet invisible. Or, how did names like "Saturn" and "Tylenol" come to be? How did we start working with "Xerox" documents and drinking "Starbucks"? Which brands achieve widespread fame, and why do they become globally renowned? For veteran business journalist Yax Frankel, his initial curiosity led him to explore the evolution of successful commercial brand names from their conception to their creation. This inadvertently launched him on a long and enduring journey of discovery.
Along this path, he stepped into an unknown world – the world of professional naming experts with forward-thinking minds, a chaotic realm before brand names take shape. Through the author's vivid descriptions, we embark on a series of journeys through words and brand names.
The author initially embarked on this journey out of curiosity, attempting to trace the evolution of successful brand names, corporate identities, and other commercial names from their conception to their naming. This led to an extended exploration, plunging him into an unfamiliar world – the realm of professional naming experts with visionary thinking, a disordered world before brand names are born. Through the author's vivid narration, we experience countless journeys through words and brand names.