The naming game

Brew, A

doi:10.1016/S1040-6190(98)00088-8

Title: The naming game

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Abstract

Names are at the heart of brands. Once invested with meaning, they are unique in their ability to communicate that meaning efficiently. For many reasons, names have become a valuable and scarce commodity. The growth of the Internet, the explosion of new companies and products, the escalating cost of media, and a plain shortage of usable words have all made naming a serious and central concern in business today. The only way to identify a winner is through the application of rigorous criteria based on a clear and well-articulated brand positioning. It is a process you must go through from start to finish, whether you are devising a name for a new breakfast cereal or a century-old utility that must adapt its identity to the deregulated world.

Authors:

Brew, A ^[1]

Addison, New York, NY (United States)

Publication Date:: Sun Nov 01 00:00:00 EST 1998

OSTI Identifier:: 320849

Resource Type:: Journal Article

Journal Name:: Electricity Journal

Additional Journal Information:: Journal Volume: 11; Journal Issue: 9; Other Information: PBD: Nov 1998

Country of Publication:: United States

Language:: English

Subject:: 29 ENERGY PLANNING AND POLICY; ELECTRIC UTILITIES; GAS UTILITIES; MARKET; COMPETITION

Citation Formats


                    Brew, A, Addison, San Francisco, CA, and Addison, Chicago, IL. The naming game.  United States: N. p., 1998. 
        Web.  doi:10.1016/S1040-6190(98)00088-8.

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                    Brew, A, Addison, San Francisco, CA, & Addison, Chicago, IL. The naming game.  United States.  https://doi.org/10.1016/S1040-6190(98)00088-8

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                    Brew, A, Addison, San Francisco, CA, and Addison, Chicago, IL. 1998.  
        "The naming game".  United States.  https://doi.org/10.1016/S1040-6190(98)00088-8.

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@article{osti_320849,

  title        = {The naming game},

  author       = {Brew, A and Addison, San Francisco, CA and Addison, Chicago, IL},

  abstractNote = {Names are at the heart of brands. Once invested with meaning, they are unique in their ability to communicate that meaning efficiently. For many reasons, names have become a valuable and scarce commodity. The growth of the Internet, the explosion of new companies and products, the escalating cost of media, and a plain shortage of usable words have all made naming a serious and central concern in business today. The only way to identify a winner is through the application of rigorous criteria based on a clear and well-articulated brand positioning. It is a process you must go through from start to finish, whether you are devising a name for a new breakfast cereal or a century-old utility that must adapt its identity to the deregulated world.},

  doi          = {10.1016/S1040-6190(98)00088-8},

  url          = {https://www.osti.gov/biblio/320849},
  journal      = {Electricity Journal},
number       = 9,

  volume       = 11,

  place        = {United States},

  year         = {Sun Nov 01 00:00:00 EST 1998},

  month        = {Sun Nov 01 00:00:00 EST 1998}

}

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