Merriam's Guide to Naming

Naming is the first--and some say hardest--step in creating a brand. This guide gives you practical advice and real-world examples that help you get past the frustration, cut the expense, and avoid common mistakes and pitfalls in naming your company or product. Inside, you will find:

- What worked for the world's biggest brands

- The key criteria of a great name

- What common advice is nonsense that you should avoid

- How to create, evaluate and implement your name

- Navigate past the stumbling blocks that waste your tme and cost you money

- Dealing with the challenge of domain names

- Addressing complex issues such as how company names relate to product names, renaming, and naming for mergers and acquisitions

- Now with expanded tools for finding names and creating new ideas

Merriam's Guide to Naming provides you with a proven process that works for small-budget start-ups and scales for billion dollar global organizations.