TY  - BOOK
AU  - Rivkin, Steve
AU  - Sutherland, Fraser
TI  - The making of a name : the inside story of the brands we buy
SN  - 0195168720
U1  - 658.827 
PY  - 2004///
CY  - New York: 
PB  - Oxford University Press
KW  - brainwaves and brainstorms
KW  - brand name products
KW  - names typology
KW  - naming
KW  - scrabble scramble
KW  - symboles
ER  -