"The authors tell everything there is to tell about brand names. How they've indelibly stamped cultures around the world. Who makes them, why they're made, and how they're compiled, bought, sold, and protected. What kind of names exist - the initialized, descriptive, allusive, and coined. How namers surf on brain-waves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered....