Abstract
Get full access to this article
View all access options for this article.
References
1.
Brown
S.
(
2016 ). Brands and branding .
Sage Publications Ltd .
2.
Chase
S.
Schlink
F. J.
(
1927 ). Your money’s worth: A study in the waste of the consumer’s dollar .
Macmillan Co .
3.
Gardner
B. B.
Levy
S. J.
(
1955 ).
The product and the brand . Harvard Business Review ,
33 (
2 ),
33 –
39 .
4.
Levy
S. J.
(
1959 ).
Symbols for sale . Harvard Business Review ,
37 (
4 ),
117 –
124 .
5.
Marino
V. W.
Cheng
F.
(
2022 , September 28). What’s in a name?’ When it comes to approval for a drug name, a lot . IPWatchdog. https://ipwatchdog.com/2022/09/28/whats-name-comes-approval-drug-name-lot/id=151762/#
6.
McKendrick
N.
Brewer
J.
Plumb
J. H.
(Eds.). (
1982 ). The birth of a consumer society: The commercialization of eighteenth-century England .
Indiana University Press .
7.National Archives and Records Administration . (
2025 ). Design Patent for Simon Crow’s Pure White Wheat Whiskey . https://s3.amazonaws.com/NARAprodstorage/lz/rediscovery/27501-28000/27572-2015-001-ac.jpg
8.
Schechter
F. I.
(
1927 ).
The rational basis of trademark protection . Harvard Law Review ,
40 (
6 ),
813 –
833 .
https://doi.org/10.2307/1330367