The making of a name

the inside story of the brands we buy

By Rivkin, Steve & Sutherland, Fraser

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ISBN
978-0-19516-872-3
Publisher
Oxford ; Oxford University Press, c2004.


REVIEWS

Library Journal

Reviewed on January 15, 2005

Ever wonder what makes a good name memorable and a bad name inappropriate and sometimes even dreadful? Why do Snickers sell and Marathon Bars don't? Since a name can make or break a product, service, or company, the authors have produced this guide to the secrets of successful brand names. Rivkin, who runs a highly successful naming consultancy,...Log In or Sign Up to Read More

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