This book starts with an idea when a consumer considers a brand instead of a commodity. From this point, he is required to choose a brand for a particular product category and so the importance of the brand name starts from here.
To create an impactful brand name ten formulas have been discussed with examples. An adjective is a trap as it creates ambiguity one should remain away from using an adjective as a brand name but the human mind understands adjectives. As a consumer, we store an adjective against each product category and what is the impact of that is discussed in detail.
Why it is necessary to stay away from a category name and how to save a name from being used as a verb and generic. These points are supported by a number of examples.
Topics such as why it’s a good idea to have a nickname, ways to derive a good nickname and how to use the original name and nickname are discussed.
At last, how to see the act of name change from a marketing point of view is presented.
: 147 pages
: 180 g
: 21.59 x 13.97 x 0.85 cm