From Library Journal
A key ingredient in launching a successful company is the selection of its name. Barrett discusses the attributes of a great name or a poor one, techniques for finding the best name, and steps for registering the name. In addition to helpful advice, Barrett lists a large selection of words designed to assist readers in choosing a name. These words include names of famous people, animal names, Latin and Greek terms, and names of countries. Also helpful also are the glossary of terms associated with naming companies (e.g., logo, trademark) and an annotated list of additional readings. This unique guide is recommended reading to business owners and students of marketing. For public libraries.?Lucy Heckman, St. John's Univ. Lib., Jamaica, N.Y.
Copyright 1995 Reed Business Information, Inc.
Copyright 1995 Reed Business Information, Inc.
Review
Business owners and executives will find this a fine handbook on how to create distinctive business names matching jobs to selling points. From recognizing common naming practices and errors to stressing marketing rather than trademark protection concerns, this fills a niche and provides some unique information to any regularly involved in naming companies, products or services. -- Midwest Book Review
