The Making Of A Name
The Inside Story Of The Brands We Buy
de Jack Trout, Fraser Sutherland e Steve Rivkin
Sobre o livro
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".