Originally published in 1982 this illustrated dictionary gives the stories behind over 700 well-known brand names, from home medicines to everyday foods and drinks and from High Street stores to car and aircraft models. Here the reader will find the origin of Bovril, the meaning of Mazda cars and how it came about that Marks & Spencer chose St. Michael, rather than St. Margaret, as their trading saint. If you have ever wondered what Lego means or who Mr. Kipling of the ‘exceedingly good cakes’ was, then you need look no further than this absorbing book. An extensive introduction explains how trade names are devised and examines the linguistic and legal pitfalls of the process. Appendices consider special aspects of trade name creation and give examples of AI devised names.

This was a unique work, because it was compiled after meticulous research of source materials and extensive correspondence with archivists and executives in businesses around the world, so it drew on previously unpublished memories. It remains an indispensable resource for understanding brand name creation and history and will be useful to students of marketing and business history.