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Listen "Current Issues in Naming and Branding Audiobook by S. B. Master"
Episode Synopsis
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Title: Current Issues in Naming and Branding
Author: S. B. Master
Narrator: S. B. Master
Format: Original Recording
Length: 47 mins
Language: English
Release date: 12-17-99
Publisher: Stanford Audio
Ratings: 3.5 of 5 out of 4 votes
Genres: Business, Commerce & Economy
Publisher's Summary:
Changes in US trademark law, the widespread adoption of the Internet, and an intensified interest in branding have combined to make desirable company and product names seem increasingly unattainable. Few companies today have embarked on a naming effort that has not proven to be frustrating at best, and useless at worst. S.B. Master addresses key current topics in naming including naming vs. branding, determining the optimal number of names, domain name issues, linguistic missteps, and getting the most out of your trademark attorney. Taking her examples from among top Master-McNeil clients - including Compaq Computer, Cisco Systems, General Motors, Walmart, and Microsoft - Master demonstrates the knowledge and insight needed to turn your next naming crisis into a marketing triumph.
(P) and ©1998 Stanford Alumni Association
Title: Current Issues in Naming and Branding
Author: S. B. Master
Narrator: S. B. Master
Format: Original Recording
Length: 47 mins
Language: English
Release date: 12-17-99
Publisher: Stanford Audio
Ratings: 3.5 of 5 out of 4 votes
Genres: Business, Commerce & Economy
Publisher's Summary:
Changes in US trademark law, the widespread adoption of the Internet, and an intensified interest in branding have combined to make desirable company and product names seem increasingly unattainable. Few companies today have embarked on a naming effort that has not proven to be frustrating at best, and useless at worst. S.B. Master addresses key current topics in naming including naming vs. branding, determining the optimal number of names, domain name issues, linguistic missteps, and getting the most out of your trademark attorney. Taking her examples from among top Master-McNeil clients - including Compaq Computer, Cisco Systems, General Motors, Walmart, and Microsoft - Master demonstrates the knowledge and insight needed to turn your next naming crisis into a marketing triumph.
(P) and ©1998 Stanford Alumni Association
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