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Contents
Part I - Basics
1. How to Use This Book
2. Welcome
3. Remarks
4. Who Are You?
5. Frequent Naming Mistakes
6. Marketing in a Nutshell
7. Our Strategy
8. Elements of a Great Name
9. Brainstorming
10. Who Should Participate
11. Naming Contests
12. Protection and Infringement
13. Searching for Similar Names in Use
14. Identifying Your Lookup Word
15. The Yellow Pages
16. Testing Your Name
17. Using the Dictionary
18. Practice Exercise
19. Computer-Assisted Name Creation
20. Project Worksheet
Part II - Techniques
1. Your Good Name - Converting Personal Names to Business Names
2. IBM, You Ain't - Initials, Yuk, as Trade Names
3. Remember the Alamo! - Using Historic, Geographic or Noted People's Names
4. Rolling Your Own - Coined Names
5. The Man from U.N.C.L.E. - Creating Acronyms
6. Tough Act to Follow - The Power “K” and Power “X”
7. Toadstool Pizza Parlors - Arbitrary Names
8. Just Say It - Getting Right to the Point
9. Just Imply It - Suggestive Names
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Suggesting Authority Creating Preemptive Names Targeting Your Customer Altering Suggestive Words to Make Them Unique |
11. The Prattle Factor - Alliteration and Rhyme
12. Secret Weapon - Onomatopoeia
13. The Belch Fire 8 - Numeric and Alphanumeric Names
14. Pierce, Fenner and Beane - Naming Professional Offices
15. Hug Your Tree - Naming Nonprofit Organizations
16. Field of Dreams - Evoking Emotion and the Senses
17. Clementine's Drapery Emporium - Names from Song and Story
18. Trite and True - The Lighthearted Side of Naming
19. For Jerks Only - Negative and Self-Deprecatory Names
20. How 'Bout Them Jumbo Shrimp - Oxymorons and Oxy-like Names
21. Cruel and Unusual Punishment - Humor and Wordplay
22. Bloo Skyz Airways - Stylized Spelling
23. Members Only - Argot and Jargon
24. All in the Family - Developing a Theme
25. Amalgamated Buggy Whip - When and How to Change a Name
Part III - Lists
1. Latin and Greek
2. Ancient and Mythological
3. Universe and Zodiac
4. Famous People
5. Americana
6. Exotic Names from Around the World
7. Beautiful Names from the British Isles
8. Prestige and Title Words
9. Superlatives: Laudatory, Power and Action Words
10. Emotion
11. The Natural World:
12. Mammals
13. Fish and Sea Creatures
14. Reptiles
15. Insects
16. Birds
17. Trees
18. Plants
19. Colors
20. Financial
21. All-Purpose Phrases
22. Sports Terms
23. Word Parts - Geographic
24. Logoworthy
25. Designators and Terminal Words
Additional Lists:
26. Enduring Trademarks and Trade Names
27. Niche Name Hall of Fame
28. Commonly Used Trade Names
Part IV - Appendix
1. Glossary
2. Helpful Reading
3. Index