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 do’s, don'ts, and nevers of naming; and how the structure of names is built from the ground up. Fast-paced, illustration-packed, analysing the past and probing into the future, this is the definitive book on naming.