Contents
Chapter 1 How Brand Naming Works
Chapter 2 Types of Brand Names
Chapter 3 The Basic Naming Process
Chapter 6 Basic Name Generation
Chapter 7 Building Out the List
Part III Narrowing Down to One
Chapter 9 Trademark Prescreening
Chapter 11 What About the Domain?
Chapter 13 Full Legal and Final Selection
Chapter 14 Securing and Launching the New Name
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