Brand Naming - The Stories Behind World-Famous Brands

Author: Steve Rivkin
Publisher:
Publish Date: 2007-02-01
Features: Most products are destined to fail from the moment they adopt a foolish brand name. A brand name, in its simplest way, becomes the advertisement for your company's products. —[American] Frank Delano. A good name can quickly boost brand awareness and create positive promotional associations, instantly generating profits for your business. Does your company have a name that is easily recognizable and evokes a sense of preference? Does the name truly help with your current marketing efforts? No matter how well-designed or affordable your product is, if it fails the naming test, the brand's appeal will be halved.
Masaru Ibuka, founder of Sony, once said, "Choose a catchy name to evoke positive associations in customers' minds, enhancing product awareness and competitiveness."
A brand name is itself an advertisement. It's better to spend millions on advertising than to choose a poor name. A striking brand name can make an otherwise mediocre ad stand out. Steve Rivkin, the author of this book, is the owner of Rivkin Branding, one of the most renowned naming companies in the United States. This book presents his decades of experience and insights into naming, detailing the characteristics of a good name and how to create one for a business. What distinguishes one brand name from another? What factors make some names excellent while others are terrible? Knowing this can be the difference between a business's success and failure.
The author covers everything about brand naming. Around the world, how are names created? What constitutes a name? How are they made, bought, and protected? What are the various ways names exist? How do namers "surf the waves of the subconscious"? This book provides knowledge on what can and cannot be done, with specialized insights into how names are constructed, the pronunciation of brand names, and how names convey value. It also tells you where to find good "namefinders" and what will make a name great in the world.
With a mix of case studies, reflections on the past, and insights into the future, this is a professional and comprehensive book on brand naming. It's a must-read for anyone interested in developing a "brand vocabulary."