Want to know how to create a successful trademark, brand name or business name? This comprehensive Guide unravels the mysteries behind some of the world's most famous commercial names and marks, and offers a wide range of methods for developing an inspired commercial name or trademark of your own. More than 300 numbered sections (listed on the neonym.com website) discuss everything from marks with deep cultural roots, to useful techniques like decapitation and telescoping, to business considerations like advertising costs and dilution risks. Also covered are logos and other devices such as 3-D shapes, moving marks, colors, fragrances, flavors, holograms, and domain names. This practical, in-depth Guide features 250+ images of registered marks, and includes useful glossaries of trademarks and linguistic terminologies.