The Making Of A Namethe Inside Story Of The Brands We Buy

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The Making of a Name

Author : Steve Rivkin
Publisher : Oxford University Press
ISBN 13 : 0199883408
Total Pages : 288 pages
Book Rating : 4.1/5 (998 download)

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Book Synopsis The Making of a Name by : Steve Rivkin

Download or read book The Making of a Name written by Steve Rivkin and published by Oxford University Press. This book was released on 2005-01-13 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Making of a Name

Author : Steve Rivkin
Publisher : Oxford : Oxford University Press
ISBN 13 : 0195168720
Total Pages : 286 pages
Book Rating : 4.1/5 (951 download)

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Book Synopsis The Making of a Name by : Steve Rivkin

Download or read book The Making of a Name written by Steve Rivkin and published by Oxford : Oxford University Press. This book was released on 2004 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this insightful look at brand names, the authors explain how they differ from other names and how they can spell the difference between bankruptcy and marketplace triumph.

The Naming Book

Author : Brad Flowers
Publisher : Entrepreneur Press
ISBN 13 : 1613084234
Total Pages : 152 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis The Naming Book by : Brad Flowers

Download or read book The Naming Book written by Brad Flowers and published by Entrepreneur Press. This book was released on 2020-03-17 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: NAME YOUR BUSINESS. TELL YOUR STORY. Advertising and marketing masters from Ogilvy to Godin have proven the value of words when it comes to building a brand, attracting an audience, and making a sale. In our increasingly crowded and noisy world, a name is the foundation of every product, brand, or business—and it needs to stand out. In The Naming Book, Bullhorn Creative founder and partner Brad Flowers presents a clear framework for crafting and choosing the name that sticks. With a five-step blueprint that takes you from brainstorming to trademarking, this book is the ultimate guidebook to naming anything. You’ll learn how to: Set clear goals for your name and brand before you start Craft a brainstorming list based on your business mission Build a brand unique to you by creating your own word Find the balance between “cool” and clear Narrow down your list of names with five easy tests

The Making of a Name:The Inside Story of the Brands We Buy

Author : Steve Rivkin
Publisher : Oxford University Press, USA
ISBN 13 : 9780195168723
Total Pages : 288 pages
Book Rating : 4.1/5 (687 download)

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Book Synopsis The Making of a Name:The Inside Story of the Brands We Buy by : Steve Rivkin

Download or read book The Making of a Name:The Inside Story of the Brands We Buy written by Steve Rivkin and published by Oxford University Press, USA. This book was released on 2005-01-13 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Brand esSense

Author : Neil Gains
Publisher : Kogan Page Publishers
ISBN 13 : 074947002X
Total Pages : 232 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Brand esSense by : Neil Gains

Download or read book Brand esSense written by Neil Gains and published by Kogan Page Publishers. This book was released on 2013-11-03 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

Authenticity

Author : James H. Gilmore
Publisher : Harvard Business Press
ISBN 13 : 1591391458
Total Pages : 317 pages
Book Rating : 4.5/5 (913 download)

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Book Synopsis Authenticity by : James H. Gilmore

Download or read book Authenticity written by James H. Gilmore and published by Harvard Business Press. This book was released on 2007 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors list the five factors that most directly influence customer perceptions: the operational essence of the enterprise, the nature of its offerings, the effects of the organization's heritage, its sense of purpose and its demonstrable body of values.

A History of Advertising

Author : Jef I Richards
Publisher : Rowman & Littlefield
ISBN 13 : 1538141221
Total Pages : 465 pages
Book Rating : 4.5/5 (381 download)

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Book Synopsis A History of Advertising by : Jef I Richards

Download or read book A History of Advertising written by Jef I Richards and published by Rowman & Littlefield. This book was released on 2022-05-15 with total page 465 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has always been a uniquely influential social force. It affects what we buy, what we believe, who we elect, and so much more. We tend to know histories of other massive social forces, but even people working in advertising often have a tenuous grasp of their field's background. This book slices advertising's history into a smörgåsbord of specific topics like advertising to children, political advertising, people's names as advertisements, 3D advertising, programmatic buying, and so much more, offering a synopsis of how each developed and the role it played in this discipline. In doing so, many firsts are identified, such as the first full-page color magazine advertisement, and the first point-of-purchase advertisement. This book also reaches back farther in search of the earliest advertisements, and it tells the story of the variety of techniques used by our ancestors to promote their products and ideas. Part textbook, part reference, the book is an advertising museum in portable form suitable for all levels of students, scholars, and arm-chair enthusiasts. (Please note that the hardback and eBook formats of this book feature full-color printing. The paperback is grayscale.)

Brands and Branding

Author : Stephen Brown
Publisher : SAGE
ISBN 13 : 1473987288
Total Pages : 297 pages
Book Rating : 4.4/5 (739 download)

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Book Synopsis Brands and Branding by : Stephen Brown

Download or read book Brands and Branding written by Stephen Brown and published by SAGE. This book was released on 2016-08-17 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fun and humorous introductory book, written in Stephen Brown′s entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

You Are a Brand!

Author : Catherine Kaputa
Publisher : Nicholas Brealey
ISBN 13 : 1857889347
Total Pages : 430 pages
Book Rating : 4.8/5 (578 download)

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Book Synopsis You Are a Brand! by : Catherine Kaputa

Download or read book You Are a Brand! written by Catherine Kaputa and published by Nicholas Brealey. This book was released on 2012-09-16 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn insider secrets for career success from THE personal branding strategist. Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU.

Product and Brand Management

Author : U.C. Mathur
Publisher : Excel Books India
ISBN 13 : 9788174465498
Total Pages : 556 pages
Book Rating : 4.4/5 (654 download)

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Book Synopsis Product and Brand Management by : U.C. Mathur

Download or read book Product and Brand Management written by U.C. Mathur and published by Excel Books India. This book was released on 2010-07 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Washington Monthly

Author :
Publisher :
ISBN 13 :
Total Pages : 558 pages
Book Rating : 4.X/5 (6 download)

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Book Synopsis The Washington Monthly by :

Download or read book The Washington Monthly written by and published by . This book was released on 2005 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Branded Faith

Author : Rajkumar Dixit
Publisher : Wipf and Stock Publishers
ISBN 13 : 1608995593
Total Pages : 181 pages
Book Rating : 4.6/5 (89 download)

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Book Synopsis Branded Faith by : Rajkumar Dixit

Download or read book Branded Faith written by Rajkumar Dixit and published by Wipf and Stock Publishers. This book was released on 2010-06-07 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: Christianity may be the greatest story ever told, but in Western culture it is losing ground against the powerful forces of secularization. In examining the root causes of this cultural shift, does the church have anything to learn from secular society and the business sector? For decades the church has resisted the idea of using business methodologies in the religious sphere. Yet a closer look reveals that most church hierarchies have borrowed much of their organizational structure from the business sector. But the church is not alone in its borrowing. Today the lines between the church and the business sector are blurred, as both entities influence each other interchangeably. In Branded Faith, Rajkumar Dixit enters an engaging and intellectually stimulating analysis of what the church can learn from the business practices of marketing, branding, and contextualization. Using examples drawn from widely recognized companies such as Nike, Starbucks, Coca-Cola, and Subway, Dixit systematically builds a case for the power of a story, and emphasizes the importance of seeking culturally relevant ways to spread it. Those who care deeply about sharing Christianity powerfully and effectively will find in Branded Faith a thoughtful presentation of ideas on how to maintain the integrity of the gospel, while exploring fresh methods of communicating the good news to a postmodern society.

Advertising Culture and Translation

Author : Rosanna Masiola
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443874868
Total Pages : 223 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis Advertising Culture and Translation by : Rosanna Masiola

Download or read book Advertising Culture and Translation written by Rosanna Masiola and published by Cambridge Scholars Publishing. This book was released on 2017-03-07 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

Glocal English

Author : Farooq A. Kperogi
Publisher : Peter Lang
ISBN 13 : 1433129264
Total Pages : 271 pages
Book Rating : 4.4/5 (331 download)

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Book Synopsis Glocal English by : Farooq A. Kperogi

Download or read book Glocal English written by Farooq A. Kperogi and published by Peter Lang. This book was released on 2015-06-22 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: Glocal English compares the usage patterns and stylistic conventions of the world’s two dominant native varieties of English (British and American English) with Nigerian English, which ranks as the English world’s fastest-growing non-native variety courtesy of the unrelenting ubiquity of the Nigerian (English-language) movie industry in Africa and the Black Atlantic Diaspora. Using contemporary examples from the mass media and the author’s rich experiential data, the book isolates the peculiar structural, grammatical, and stylistic characteristics of Nigerian English and shows its similarities as well as its often humorous differences with British and American English. Although Nigerian English forms the backdrop of the book, it will benefit teachers of English as a second or foreign language across the world. Similarly, because it presents complex grammatical concepts in a lucid, personal narrative style, it is useful both to a general and a specialist audience, including people who study anthropology and globalization. The true-life experiential encounters that the book uses to instantiate the differences and similarities between Nigerian English and native varieties of English will make it valuable as an empirical data mine for disciplines that investigate the movement and diffusion of linguistic codes across the bounds of nations and states in the age of globalization.

Descant

Author :
Publisher :
ISBN 13 :
Total Pages : 206 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Descant by :

Download or read book Descant written by and published by . This book was released on 2005 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt:

American Property

Author : Stuart Banner
Publisher : Harvard University Press
ISBN 13 : 0674060822
Total Pages : 375 pages
Book Rating : 4.6/5 (74 download)

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Book Synopsis American Property by : Stuart Banner

Download or read book American Property written by Stuart Banner and published by Harvard University Press. This book was released on 2011-07-01 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: In America, we are eager to claim ownership: our homes, our ideas, our organs, even our own celebrity. But beneath our nation’s proprietary longing looms a troublesome question: what does it mean to own something? More simply: what is property? The question is at the heart of many contemporary controversies, including disputes over who owns everything from genetic material to indigenous culture to music and film on the Internet. To decide if and when genes or culture or digits are a kind of property that can be possessed, we must grapple with the nature of property itself. How does it originate? What purposes does it serve? Is it a natural right or one created by law? Accessible and mercifully free of legal jargon, American Property reveals the perpetual challenge of answering these questions, as new forms of property have emerged in response to technological and cultural change, and as ideas about the appropriate scope of government regulation have shifted. This first comprehensive history of property in the United States is a masterly guided tour through a contested human institution that touches all aspects of our lives and desires. Stuart Banner shows that property exists to serve a broad set of purposes, constantly in flux, that render the idea of property itself inconstant. Despite our ideals of ownership, property has always been a means toward other ends. What property signifies and what property is, we come to see, has consistently changed to match the world we want to acquire.

On Message

Author : Zach Friend
Publisher : Turner Publishing Company
ISBN 13 : 1620453738
Total Pages : 206 pages
Book Rating : 4.6/5 (24 download)

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Book Synopsis On Message by : Zach Friend

Download or read book On Message written by Zach Friend and published by Turner Publishing Company. This book was released on 2013-09-17 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this era of information overload and real-time communication where anyone can publish and broadcast to millions of people with the click of a button, there is no shortage of people talking about the need to get their message across, or having a “narrative.” But for business, marketing, and political campaigns, there is no definitive how-to on crafting a compelling narrative that achieves lasting results. And without a narrative, no amount of framing, complex messaging, or facts will succeed. On Message solves that problem, illustrating how effective communicators understand the power of narrative, emotion, and simple messaging, and posits that having a personal, emotional narrative is the basis for all successful communication. Drawing on Zach Friend’s own experience and insights from politics, advertising, corporate communications, entertainment, and social psychology, On Message provides a simple process for applying the powerful principles behind crafting a narrative, ultimately paving the path to success. Specifically, readers will: -Learn how to focus their communication efforts in a dramatically more powerful way on the most important factor, narrative; -Master the mindset needed to become a better communicator and make a forceful impact on their audience and clients; -Stop wasting time and energy gathering unnecessary facts and data that don’t advance their message; and -Get results faster by using narrative as a productive tool that will fuel success.