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Fraser Sutherland

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  • The Making of a Name | Steve Rivkin,Fraser Sutherland

    The Making of a Name

    • UNABRIDGED (11 hrs and 45 mins)
    • By Steve Rivkin, Fraser Sutherland
    • Narrated By John Morgan

    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.

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