Shows how and why brand names make their place in language. This book shows how brand names differ from other names, and what goes into making a good name good and a bad name terrible. Giving both a history of brand naming and a how-to, with insights into the business of brand naming, this work is useful for those interested in "owned words".

In this insightful look at brand names, the authors explain how they differ from other names and how they can spell the difference between bankruptcy and marketplace triumph.