Naming is the first--and some say hardest--step in creating a brand. This guide gives you practical advice and real-world examples that help you get past the frustration, cut the expense, and avoid common mistakes and pitfalls in naming your company or product. The second edition covers new challenges in naming in the digital economy and offers expanded tools for finding names and creating new name ideas. Merriam"s Guide to Naming provides you with a proven process that works for small-budget start-ups and scales for billion dollar global organizations.