You don’t have a brand—whether it’s for a company or a product—until you have a name。

The name is one of the first， longest lasting， and most important decisions in defining the identity of a company， product， or service。 But set against a tidal wave of trademark applications， mortifying mistranslations， and disappearing dot-com availability， you won’t find a good name by dumping out Scrabble tiles。

Brand Naming details best-practice methodologies， tactics， and advice from the world of professional naming。 You’ll learn:

- What makes a good （and bad） name
- The step-by-step process professional namers use
- How to generate hundreds of name ideas
- The secrets of whittling the list down to a finalist

The most complete and detailed book about naming your brand， Brand Naming also includes insider anecdotes， tired trends， brand origin stories， and busted myths。

Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds， put down the thesaurus—not to mention Scrabble—and pick up Brand Naming。