The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
The Making of a Name : The Inside Story of the Brands We Buy
$ 28.95NZD
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ISBN: 0195168720
Stock #: 1600 - 2001/402
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Title: The Making of a Name : The Inside Story of the Brands We Buy
Author(s): RIVKIN, Steve
SUTHERLAND, Fraser
Category: Business
New / Used: New
Book Type:
Published: 2004
Published By: Oxford University Press
Edition: 1st
Pages: 275

Condition

New book

About

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph.

In this indispensable guide, the authors share the secrets of successful brand names?how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. It outlines what kind of names exist?the initialized, descriptive, allusive, and coined.

Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming.

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