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Henri Charmasson

THE NAME'S
THE THING:
CREATING THE PERFECT NAME
FOR YOUR COMPANY OR PRODUCT

AMERICAN MANAGEMENT ASSOCIATION


1999

OCR, e-book
2004 Alex Fritzler
www. aldangroup. com

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ISBN 5-314-00086-5
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1998 Henri Charmasson
. , 1999
, 1999
A Marcia Grad Publicatin Matlock Literary Agency.
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ISBN 5-314-00086-5
ISBN 0-8144-7755-0 (.)
066333 23.02.99.
25.06.99. 84108 1 / 3 2 . . . . 11,76. 5000 . 775.

. 196105, .-, ., 67.


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PROCTER & GAMBLE (. 1.3) IVORY

. 1.3. PROCTER &


GAMBLE

27

, XLIV, 8: All thy garments smell

of myrrh and aloes and cassia, out of the ivory palaces


whereby they have made thee glad. (. XLIV, 8: Be
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53

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21 25 15% .
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96

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111

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.
,

. . . ,
- . - . ,
, -
. , .
,
.
, , , ,
, , ,
DOVE (. ) CHUCK WAGON (. -

) (. 8.2).
, ,

?
IMPERIAL (. )?

112

. 8.2. , ,
) ;
) ;
) ;
), ) ;
) ;
) ;
) .

113


,
, ,
44% 35%
, 9%
. , , . , .
.
,
.
. ,
.
- .
,
, .
.
, ,
,
. ,
, , XYZ . , . , .

. , , .
-

114

CASCADE (. ). ,
, . CASCADE

,
,
.

,
- . ,

, . . ,
, ,
, .
,
.

.
,
.
. , .
: .

9

. , :

,
. - ,
, ,
. , . 10.

-

,
.
, ,
. 1.
, (
), , , ,
.

116

, , -. -
. , , . , .

(. 9.1).

METRO GOLDWYN MAYER
. ,
, ,
.

. JAGUAR (. )

COUGAR (. ), , CHEETAH (. ), SCORPION (. ), SPIDER (. ), SKYHAWK (. ), FIREHAWK (. ), THUNDERBIRD


(. ), ARONDE (. ), TAURUS
(. ), MIURA ( )
CAMARGUE ( ).
. , -

117

. 9.1. ,
, ,
.
, , a FLEURS
DE ROCAILLE (. ), LILAC LADY (.
), NIGHT FUCHSIA (. ),
ROSEBUDS (. ), ROSEFAIR (.
) SHY VIOLET (. ).
, .
, .
(. . ),
, , -

118

, ,
. , ,
, . ,
,
GREYHOUND JAGUAR.

.
, , ,
, , . CORNUCOPIA
(. )
,
. ,

.

, ,
.

. . , -

119

, ,

.
FAMOUS (. ) POPULAR (. ), CELEBRITY
(. ) . CRAFTSMAN (. ) .
COVER GIRL (.
). CUISINAR (. ) . , CELEBRITY ,
FAMOUS POPULAR,
. CRAFTSMAN
COVER GIRL ,
.


-,
. ,
HANG TEN , SHASTA .
PUMPHOUSE,
.
.

120

-
, .
,
. , ,
, ,

. CHAPULIN, .

,
,
. BENJAMIN FRANKLIN POSTAL CENTER (. ), CAESARS PALACE (.
), MARAPHON (. )
, .

, SEVEN
SEAS LODGE (. ) ACAPULCO
POOLS (. ).

, , ,
. , applause (.

121

), bumblebee (. ), chickadee
(. ), drop (. ), ebullition (. ),
flail (. ). ,
.

. , ,
, . ,
, . pest (. ).
,
, , , .
, . , , ( )
,
. .
, JELLIBEANS.



. . COCA-COLA -

122

, PEPSI-COLA RC-COLA,
, .
,
.

, ,
. , -, -, -
-,
.
, - -.
,
, . -.

, .

NOVA .
, , , . , COCA-COLA
CASCADE, .

, -

123

.
JELLIBEANS.
. FRUIT OF THE LOOM (
: . fruit , , loom
, )
,
. COCA-COLA, , . (,
!)
, ,
DOM PERIGNON, ,

.
, . , ,
MUMPSVAX RUMPELSTILTSKIN. .

, .
,
. ,
,
GWRI MYRDDIN. , ,
, .
, ,
, -

124


.
. , , , ,
, .

.
,
. HANG TEN
LEGGS ,
CHAIN OF
COMMAND. SIDEKICK (. ) ,
.
.
, . .
, , , ,
.
,
: BACKSEAT SALLY (. , ) ,
BANANA REPUBLIC (. )

125

, SOCIAL SECURITY (, ) . .

, ( ) . , -
, .
. , ,
. , ,
Tonight (. ): HERE'S JOHNNY
(. ).
,
- ,
, , JOHNNY CARSON APPAREL, Inc.,
HERE'S JOHNNY,
HERE'S JOHNNY RESTAURANTS.

,
. 7.
, -

126

, .

, , - .
- , , . ,
,
. eagle (. ), f1 (. ) hawk
(.
). hawk , .
, . .
BUSHHAWK
(. ). BUSH (. ) -

.
h . .
BUSHHAWK . ,
, .
, ,
, . .

10

, .

.

. ,
. ,
.
, .

, ,
.

, , , , .


, -

10

128

. -
KITCHENAID (. ),
ADJUSTASTROKE (. ) WATERPIK (.
). - MOONDANCE
(. ), RAINBIRD (. )
WINDBLOSSOMS (. ).
, . . BUSHHAWK (. 9).

ADJUSTA-POISE, ADJUSTA-A-SWITCH (. , ) . , ,

- . KOOL-AID
(. ) SUN-DROP (. ) KOOLAID SUNDROP.
,
, , , . 9.
,
, , .

. BUSHHAWK
BUSHAWK . GRASPEN

129

grasp (. )
aspen (. , ).
.

, ,
. :


()
, PAN AMERICAN, MICROPHASE FASHIONETTE
(. fashion ).
pan-, micro- -ette, .
, , flex flexible
5 . 775

130

10

(. ), tex texile (. )
text (. ), tech technique (. ),
matic automatic (. ), perma
permanent (. ), porta portable (.
) pro professional (. ). pro , ,
, , ,
-. ,
PRO-SLIDE PRO- . pro- .
,
, , .
, AUTOMAT
PAN AM. ,
, .
mob (. ) mobile
(. , ). Mobile, ,
mobile vulgus,
. Cab (. ) cabriolet (. ), a van (. , ) caravan (.
). CARAVAN minivan (.
).
. curiosity (. ) curio, a influenza
(. ) flu. -

131

, coon,
racoon (. .).

. VETTE
CORVETTE, a JAG JAGUAR.
, FANTA,
fantastic, .

-
- ,
.
,
, , HOLSUM WHOLESUM (. )

. UPJOHN COMPANY regain (. )

REGAINE.
STRATEGO JELL-O , .
,
, .
,
, . HENRI'S FOOD PRODUCTS COMPANY, Inc.
10 .

132

10

HENRI'S TAS-TEE DRESSING, TASTY SNACKS, Inc.


TASTY , TASTY TASTY (. tasty ). HENRI'S FOOD PRODUCTS COMPANY, Inc.
. , tas-tee
, tasty, . TAS-TEE

.
,
.

, ,
, .


. . RICE-KRISPIES (-
) PREST-O-LITE (.
presto , . prestige ) .

, ,
CODAC KANON . WEAR
BEE WEAR, SEYCOS SEIKO. ,
, -

133

. WUV'S (
. wow )
LOVE'S (. love , ).

-.

. ,
, ,
(. nun ) nunnery
(. ), (. monk
) monkery (. ).
monastery (. ), , .

motorcade
(. ),
. Motorcade, ,
ASPENCADE (. aspen
).
- CONDORMINIUM, ,
condominium ( .
). EMPIRIN ASPIRIN (), a LAUNDROMAT
(- ) AUTOMAT.
, , ,
, ,
, .

134

10

,
, .
, smog (. )
smoke (. ) fog
(. ). portmanteau (. ), . Portmanteau , ,
, . ,

,
.
-
, (). computing (. )
- (. ), put putare (. ) -ing. cap
capa (. ),
caps (. )
-s.
-ing -s, ,
,
, .
. , : . ,
,
semainein (. , ).

135

, , -
.
.
- .
.
, ,
, , ,
,
,
, .
, .
LUCITE
. luci
lucis lux
(. ), , lucid
(. ) . ,
luci - . -ite

pyrite (. ), antracite (. )
dolomite (. ). LUCITE,
, .
.10.1.

,
. 9 , ,
, , , , . SCENFOLI
(. 10.1)
scent (. ),

10

136

10.1

foli (.
) ,
. . .
,
. , .

137

, ,
,
. , ,
, .
- -, , , , . , ,
.
. 1 TIGER (. )
COUGAR (. ) .
,
, , SILKEASE (. silk
; . ease ).
. , , ,
MOMAR
MONAVE. (j, ch, g)
(y, w), , , JOYA,
JOVAN, YOLAI YU.

, XEROX, EXXON, TKO ZZOTTI.
,
.

138

10





. CALIBAKER
(Call California) Cali
backer (. ). PEDALINA
( pedal alina),
-al -al-. CHAIN OF COMMAND,
, ,
.
PUMPHOUSE , : pump! house! pump! house!
,
.
, ASPENCADE.
, .

.

.

11


.
,
, .


. , , , , .


.
,
, ,
.

,
.


. ,
-

140

11

, ,
,
-
. salad (. )
sal, salt
(. ), salata, salted (. ). t d,
,
. ,
salad. ,
, ,
.
, , , , , - ,
- .

. ,
, , - . (
) .
kubernein, ,
gubernare, gouverner (. ) , , to govern (. ).
.
cybernetics
(. ), ,

141

kubernein. , , to govern,
,
cybernetics
, .

. to govern , cybernetics.

,

, photography (. ),
cinematography (. ) radiography
(. ) kinetics (. ),
statistics (. ) cybernetics (. ); gram (. ), liter (.
), meter (. ) ion (. ),
neutron (. ) cyclotron (. ).
,

, . ,
,
. , ,

*.
* . . .

142

11

, , ,
,
, .
. ,
, .
,
(. 11.1).
, ,
, .

, , , .
FORMICA?

mica micare (. ).
,
, .
,
.
. cap-,

143
11.1

144

11

caput (. ) capa (.
). caput
cap (. ). cape (.
). , , capussar (. ).
capsize, ( ).
capa cape,
-cap (. ). cap , - , , :
Capitol (. ), capital (. ),
capitalism (. ), capitate (. ), recapitulate (. ).
, ,

, .
.
, treiskaidekaphobia (.
), , sesquipedlianism (.
, ). , HYBRINETICS, INDUCTOSYN, TELOPHASE,
XYTRONYX, CHLORTPIMETON . , .
.
-

145

. ,
, , , , .


,
,
.
- .

. .
, .


. ,
,
, ,
, AMBERLITE amber
(. ), MR GOODWRENCH, PLAYSKOOL play
(. ) school (. ), RAINBIRD rain
(. ) bird (. ) SUNKIST sun
(. )*.
* , , .

. .

146

11

,
,
blast (. ), blot (. ), dig (. ), doom (. ), gag (.
, ), proud (. ), mess (. ), sap (. , ) trust
(. ), , , : detonation (. ), obliterate
(. ), excavation (. ),
condemn (. ), restrain (. ),
confusion (. , ), arrogant
(. ), undermine (. )
confidence (. ).
,
, .
.
, , .
.
. ,
appanage (. ), , , realm (. ), domain
(. ) calembour (. )
pun (. ). .

147

, B.B.C. (. ). ,
. , .
, , .
, , ALLEREST all the rest (. ),
CHERACOL cherry (. ) acolyte (.
) NYQUIL, , ,
, ,
CHLORTRIMETON, NEOSYNEPHRIN SUDAFED.


.
FOCUS, , .
TARGET (. ),
.
, , - TARGET.
,
,
, . , .

11

148

MICROKERATOME ,
. : micro (. ), keratos (. ), tomeion
(. ).

.

, ,
, , ,
. , ,
.



, ,
. , , .
, , ,
, .
, , ,

149

, WALKMAN WATCHMAN (. man , . walk , . watch );


, APPLE
MACINTOSH MUSTANG PINTO. , -

CASCADE, , ROCKY
OZARK, :
, .

,
, . . .
,
, , ,
. ,
. 1920- -ex: KLEENEX, CUTEX, PYREX.

150

11


master (. ), maid (. ) mate (. , ): CARPETMASTER
(. carpet ), STAINMASTER (. stain ), MINUTEMAID (. minute ), RUBBERMAID
(. rubber ), PAPERMATE (. paper ), WORKMATE (. work ).
.
, , ,
-
, : SUPRA,
SENTRA, STANZA, COROLLA, CORDIA, CELICA, CRESSIDA,
MICRA, MAXIMA, TREDIA INTEGRA.
, .
, . , . ,
, ,
.

12
,
.
,
.
:
, , , . , .

, .
, , , .
( )
, .
SYMPHOLY, SINFOLY SCENFOLI
.
.
,
, .
.

152

12


SYMPHOLY symphony (.
).
. SYMPHOLY
.
SINFOLY . sin (. ) foly (. , )
, FOLIES BERGERES, . SINFOLY -
. .
scent (. ) foliage (. ) SCENFOLI.
. , .


, ,
(. 12.1).
, , .
- , , .

153

. 12.1.

.

.
. ,
.
.
,

.

12

154

, , , , . ROBERT KEITH & CO., Inc., -

, ,
.
,
,
, ,
IBM (. 12.2). ,
, . ,
, ,
.

-
. ,
, , . ,
, , , .

155

. 12. 2.
IBM
, ,
.


.

156

12

, ,
, . ,

,
. , ,


. ,
, .
, , ,
.
,

EIGHT BALL, Inc. (. )


.
, , -

157


, .
, UNATED DISTRIBUTORS, Inc.
. -


, , , .
, , , .
-, , .
, ,
.
, ,
, . BUSHHAWK,
,

158

12

, . 9.
.



, . PINK
PANTHER (. ) QWENS CORNING,
MR. MAGOO GENERAL
ELECTRIC. , , , POPPIN'S FRESH PILLSBURY
COMPANY (. 12.3).

,
, ,
. , PINK PANTHER,
, DUTCH BOY (. ), MR. CLEAN clean (. )
JOLLY GREEN GIANT (.
).
, , , .

159

. 12. 3.
, ,
,
. POPPIN'S FRESH,
MAGGI,
DELMY
.

12

160

,
.

, . 8,
.

, ,
. ,
. . 12. 1 , .
, , ,
,
. .
, . ,
,
. ,
. .
. ,
-

161
12.1

6 . 775

162

12

COUGAR JAGUAR.
STRATEGO strategy (. ),
.
ZIPPER (. ) .
MANPOWER (. ) ,
.
PIED PIPER (. )
, . .
, . motorcade
ASPENCADE
.
.
,
, . CHAPULIN

. PUMPHOUSE HANG TEN ,
. GREYHOUND . COVER GIRL .
,
,
.12.1: ,
GRASPEN, , DIAGUIDE,

163

, AUTOMAT, ,
RAINBIRD, , , LUCITE
ANTIQUAX. , , , CHAIN OF COMMAND, , JOLLY GREEN GIANT.
,
(, FRUIT
OF THE LOOM), ( COCA-COLA),
(JELLIBEANS) (KODAK).
, ,

:
, , .
, .


-.
,
,
.


,
, -

164

12

.
, .
,
, , ,
.

13

, *,

.
.
, (
) , .
, , , .

.
. ,
,
, ,
. ,
* , .
. .

166

13

, . , ,
,
. , ,
, .

.
, ,
, , . , ,

.
, ,

,
.
, - ,
.
,
,


, -

167

, ,
,
, . (
) ,
,
. ,
, .

HEALTH CARE CHOICE (.
) . . ,
AETNA HELTH CARE CHOICE, CHOICE (. ) .
?
,
, , ,
.
.
-

13

168

, . ,
,
.
. 5, ,
, . ,

,
-
, , . . ,
.
,
, .


, .



, :
;

169

;
, ;

,
.
. .
, ,
. ,
,
, .
. ,
, ,
, , ,
- . , ,
,
.
.

, -

170

13

, , .
, , - ,
.
. , , , .
, ,
.
,
.



,
. , ,
,
, ,
. ,

171

,
- . ,

,
. CONCORD
.
DOMINO DOMINO'S
PIZZA. SURE (.
) SURE & NATURAL (. ) .
, , ,
, , ,
.
. 4 ,
JELLIBEANS.
, , ,
JELLIBEANS.
, , .
, ,
.

172

13

, . . .
-

, , ,

, .
, ,
. ,
.
, . ,
.



.
- , .
,
-

173

,
. ,

.
. ,


.
. . 5,
, .
.
.
. ,
,


.
, , ,

174

13

,
,
.
,
, .
, ,
. . ,
,
.

, . *,
, , 6
. , ,
,
.
,

.

* . . .

175

, EXXON
, EXXON
PROVENCE (Aix-en-Provance ), STANDARD OIL -.
- ,
.
, .
.
, , . ,
, . ,
, .
,
.


, , .

176

13



.


,
. . . , ,
, .
,

, ,
. , .
7 5 % , ,
, . ,

,
.
, .

177


.
RESELL-IT (. ). ,
,
, . ,
, , , . , , ,

. , , , 500 . ., ,
, ,
RE-SELL-IT . , - , 175 .
. . ,
, ,
-, .
,
. , ,
, . -, ,

,
. ,
, -

178

13

, ,
. . ,

. ,
? 325 . .
,
-.
-
, , , .
, ,
,
.
.

14


-.
,
. .
, , , . , ,
.



,
, . . ,
, . ,

,
.

, . , , ,
-

180

14

. GOLDEN STATE (.
), , ,
, , GOLDEN STATE AVIATION, GOLDEN STATE FLYING
CLUB, GOLDEN STATE CRAFTS, GOLDEN STATE TOURS, GOLDEN
STATE TOURING, GOLDEN STATE TRANSPORTATION COMPANY
. GOLDEN STATE , - ,
. ,
JELLIBEANS , ( ).
GREYHOUND, , . -
GREYHOUND ,
.
, , .
, , . ,

, .
, . 5, , , , .

181

. ,
, . ,
, ,
, . , , , .
,
.


-
, . 5. ,
. 14.1, ,
- .
- .

, , . ,
, ,
.
, -

182

14


(
) ( ).
14.1

183



. ,
,
, .

U Z.
,
.
,
. , X 7.

( )
Z 10.
,
. 14.1,
, .
,

, , ,
,
- .

-. , : , -

184

14

.
, :
, . ,
- , .
, : PAQ ,
PACK. COMPAQ COMPAL , .
COLT (. ) PONY (.
), FOCUS (. ) TARGET
(. ). HIBVAX HIBIMMUNE, DOGIVA
GODIVA.
. -,
-
.
-, , , ,
. GOLDEN
STATE AVIATION , GOLDEN STATE CRAFTS, a GOLDEN STATE
TOURS , .
,
,
, .
- .

185


,
.
GOLDEN STATE TOURS
,
, GOLDEN STATE AVIATION ,
.
, Y 9.
Y, ,

, , 1.
,
TOURS AVIATION.
, 3 ( , V),
( V, , , ). ,
,
. .
, .
HALLMARK,
, , 9 ( , Y),
1 ( Y, , ), ,
.

186

14

DOGIVA
(. dog ) ,
GODIVA. , Z
Z, , ,
, . 10.
HANG TEN
, Y Y, , , 90. KODAK ( )
100 ( , Z Z, ) . , ,

.



, ,
-.
, , , , .
. 12.1.
. ,
, , ,

.
.
, ,

187

. . 14. 2
.
100.

.
. ,
.

. , .
, .
, 14.2

188

14

,
. :
? , , , .
? ( ,
-.) .
,
TOPBRASS (. top
, brass , topbrass )
. , TOPBRASS
?
TOPBRASS?, . , . :
, ,
TOPBRASS ?
: ,
, . , ,
, TOPBRASS
, , .
, , TOPBRASS, , , COVER

189

GIRL (. ), .
. , TOPBRASS , .
, ,
COSMOSTEER ASTROLEAD
,
,
. cosmos- (. -) astro- (. -)
, . steer lead .
.
: , .
COSMOSTEER ( ASTROLEAD)
( )? , COSMOSTEER,
- , ,
,
. ASTROLEAD , , .

190

14


, ,
, .
, ,
. ,
, , ,
. .
- ,

.
-. , ,
. ,

-.
.
, 180
200- . , 90 , .
, ,
, . , 150
, .

191


,
-: FORTUNA BANK
(. fortuna , , ), SUBURBANK
(. suburb ) TEMPLAR BANK (.
templar ).
, ,
: , Sunbelt (). ,
,
, , .
:
FORTUNE ( , , )
SUNBURST BANK,
TEENPLAN ( . teen
13 19 ),
,
PILLARS SECURITIES (. pillares ), -
.
- .
. 14.3.

192

14

FORTUNA BANK , Y Y, , , , ( FORTUNE) . , 18 .


SUBURBANK , Z Z, ,
, ,
,
SUNBURST BANK. 20 . TEMPLAR BANK,
TEENPLAN, ,
14.3

193

, . , Y
Y, , , 45.
TEMPLAR BANK PILLARS SECURITIES,

Y, , ,
PILLARS TEMPLAR , .
. ,
27.
,
FORTUNA* 30 , fortune.
20 ,
, ,
. , FORTUNA
, 14 .
5 .
SUBURBANK suburbs
(. ),
. ,
10 . ,
,
, 20 . ,
* , . . .
7 . 775

194

14

,
11 . .
7
.
TEMPLAR BANK
, , (. temple ). ,
( , ),
. 25
.
,
,
, .
. ,
25 .
13 .
5 .
, FORTUNA
BANK 69 , TEMPLAR BANK, 68 , 48 SUBURBANK.
,
, . , ,

, -

195

, .
. 14.3.
FORTUNA BANK 74 , TEMPLAR BANK 70
SUBURBANK 48 .
. ,
,
. FORTUNA BANK SUBURBANK 89,5
68 . TEMPLAR BANK 96 , 90.

,
- , . ,

-

.

, ,
- .
. 12,
,
, ,
.

196

14

,

, ,
, .
,
, . ,

, .
. ,
. , .
.
,

.

15


.
,

,

.
. 1988 .
.

.



, . 1, . . ,
.
, -

198

15

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. , ,
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.
, .

, .
, ,
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199



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.


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)

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,
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200

15

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201

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202

15

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