Customer Reviews

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

5 star:		(4)
4 star:		(1)
3 star:		(2)
2 star:		(0)
1 star:		(0)

 

 

The book provides a thorough introduction to the evolution and significance of brand names. It's an easy read for those of us without degrees in linguistics and covers a great deal of ground. I particularly liked the anecdotes liberally spread throughout.

Of particular interest to me was a chapter devoted to global brand names. While I would have liked to see more attention devoted to this topic - since most brand names created today should first be given a "global analysis" - I found some wonderful anecdotes in the chapter. Here are a few:

"Standardizing the taste is one thing. Standardizing the marketing is another." Even though Heineken is kept standard globally, its marketing is widely tailored to each market. For example, in Asia beer is marketed as a sophisticated, almost feminine, product while brewers in Australia position it as quite the opposite.

Nestle succeeds globally because it creates products specific to local markets. For example, it offers an instant coffee specifically for India called Sunrise, blended with chicory to appeal to local taste buds. The company may have a dozen worldwide brands but has more than a hundred regional brands and more than 700 local brands.

Be careful when taking your brand name into new markets. Consider the challenges that these local brands would face if they were introduced into the US:

* Bimbo bread (Spain)
* Zit soft drinks (Greece)
* Pschitt soft drink (France)

"The Making of a Name" is a terrific, comprehensive book on names, namers, and naming. I highly recommend this book to anyone, whether you are an entrepenuer in the midst of launching a new company, product or service, a seasoned marketer, or quite frankly, you just like names and words. "The Making of a Name" is chock full of naming anecdotes, hints, tips, and history (I was especially interested in the tid-bits about the brands we're all familiar with).

By the end of the book, you'll know names--inside and out. What makes a good name, what makes a bad name, how names are created (and in some cases, re-created), and a ton more. You'll be hard pressed to hear, read, see, or think of a name in the same light!

In an overcommunicated world, the words we choose to name things are very important if you want to catch fire with a market and be remembered by consumers. This book is enormously helpful to anyone bringing out a new product or service. It is also extremely entertaining to read -- a winner on every count.

I have ordered the book on Amazon.de, but unfortunately, I had to notice, that the typography of the book is quite bad.

The font looks a much "bolder" than most other books I have read. Also the lines of the single letters are not really straight and thin lines as I am used to from other books. And the letters seem a little bit skewed. Overall, the legibility of the book suffers in my opinion.

I have already ordered a replacement book on Amazon.de, but it looks exactly the same. So I assume the font is by design.

I mean, you can read it, but it just isn't as legible as most other books. I can't say much about the content yet, but I think it will be good.

B E A U T I F U L A N D P E R F E C T

There is nothing simple about developing effective brand names. With the number of trademarks and the globalization of marketing opportunities beyond English speaking peoples, the need to define leadership with an internet domain... Steve has done a solid job of defining the requirements for getting it right. Now get out your tap dancing shoes...

Brand names mark everything we use or wear. The single most important element is the brand name. Getting the right name isn't easy, and make a major difference in what sells and what doesn't. A name embodies a company's reputation and its "goodwill."

Names identify something or someone. Names help us keep things and people straight. We label children by their gender -- add an "a" to a man's name and Presto! the daughter matches her dad. If I'd had a daughter, she would have been named after an Edgar Allen Poe symbol fot 'the most beautiful woman in the world.' No girls, so had to name one of my cats, Ligeia. Tosca, another cat, was named for a perfume, not the opera.

A clever daughter-in-law named her little girl Kaleena (aborigines for 'daughter,' she said.); I discovered another Kaleena here in Knoxville who admitted that her mother named her after a soap-opera character. So much for cleverness! I've heard of girls named Dakota, but now a bus rider here has named her son Dakota. Could it be for the state of Dakota, or for a male soap opera character? Most sons are named for their fathers, even II & III, instead of Junior; some are named after their mother's first love.

Brand names are products and services, while trade names are the companies who offer them. Ordinary words began as branded products -- what is 'ordinary' usage varies from one country to another. A trademark in the U. S. may not be one in England. It's all in name recognition.