Get a name! 10 rules to create a great brand name
Author: Tai, Jacky Publisher: Marshall Cavendish, 2009.Language: EnglishDescription: 319 p. ; 24 cm.ISBN: 9789812618467Type of document: Book
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Asia Campus Main Collection |
HF5415.3 .T35 2009
(Browse shelf) 900196093 |
Available | 900196093 |
Digitized
Get a Name
10 Rules to Create a Great Brand name
Contents
FOREWORD 8
CHAPTER 1 CONTINUING THE BRAND JOURNEY 12
CHAPTER 2 WHY DO YOU NEED A STRONG BRAND? 20
CHAPTER 3 YOU CAN'T BUILD A STRONG BRAND WITH A LOUSY
NAME 34
CHAPTER 4 RULE NO. 1: THE NAME MUST BE EASY TO PRONOUNCE 46
CASE STUDY: ALLSHORES 67
CHAPTER 5 RULE NO. 2: THE NAME MUST BE EASY TO REMEMBER 72
CASE STUDY: ASIA PAINT 94
CHAPTER 6 RULE NO. 3: THE NAME MUST BE ENGLISH-SOUNDING 98
CASE STUDY: EU YAN SANG 119
CHAPTER 7 RULE NO. 4: THE NAME MUST BE SHORT 122
CASE STUDY: LEEDEN LIMITED 142
CHAPTER 8 RULE NO. 5: THE NAME MUST BE UNIQUE 146
CASE STUDY: ROTARY ENGINEERING 167
CHAPTER 9 RULE NO. 6: NO GENERIC WORDS 172
CASE STUDY: CEIL 192
CHAPTER 10 RULE NO. 7: NO ACRONYMS 196
CASE STUDY: GOLDBELL 219
CHAPTER 11 RULE NO. 8: YOU NEED TWO NAMES 222
CASE STUDY: YA KUN 242
CHAPTER 12 RULE NO. 9: YOU MUST HAVE A DOT.COM SUFFIX 246
CASE STUDY: BRANDQUBE 267
CHAPTER 13 RULE NO. 10: THE NAME MUST BE LANGUAGE NEUTRAL 270
CASE STUDY: CRECEPT 290
CHAPTER 14 TWELVE NAMING MISTAKES TO AVOID 294
CHAPTER 15 TYING IT ALL TOGETHER 314
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