(Philip K., 1994)
             Much earlier advertising and marketing (in the literal sense) were thus done on a personal basis, with the name of a particular individual as important as that of his product or service. The modern development of this can be seen in the name of the private shopkeeper over his shop, and some of the best-known chain store names have originated as that over a single establishment.
             [In the earliest days shops, as distinct from individuals, were quick to devise a good method of selling their wares. This was the use of pictures. In Rome, for example, a butcher's shop would display a sign depicting a row of hams, a shoemaker one of a boot, a diary a crude sketch of a cow.] (John M. Murphy, 1992)
             The need to select a brand name that could be as effective internationally as nationally was a factor that was appreciated early on by companies. It is interesting to examine the ways in which some of the most famous names originated and to see to what extent they have actually become effective in the many different languages of the world.
             Two well-known brand names that were created within a year or two of each other (both in the United States) are Coca-Cola and Kodak. The first of these is a meaningful name, while the other has no meaning. The name Coca-Cola is based on two of the product's original constituents extracts from coca leaves and from the cola nut. Sales of the drink grew so rapidly that its name was soon popularly shortened to Coke. The product is today unique in having two equally well-known brand names; one chiefly used for the international market (Coca-Cola) and the other one mainly adopted by English-speaking consumers (Coke). Both names are, however, of identical legal status in most countries. Even so, the fact that there are now many types of cola drink on the market constantly prompts the company to remind the public of the interconnection between the two names. Hence the clever slogan of ...