Your email address will be used for Wildy’s marketing materials only. We will never give your email address to any third party.
Special Discounts for Pupils, Newly Called & Students
Browse Secondhand Online
Wildy's will be closed on Monday 29th May and will re-open on Tuesday 30th May.
Online book orders received during the time we are closed will be processed as soon as possible once we re-open on Tuesday.
As usual Credit Cards will not be charged until the order is processed and ready to despatch.
Any non-UK eBook orders placed after 5pm on the Friday 26th May will not be processed until Tuesday 30th May. UK eBook orders will be processed as normal.
Dr. Clankie's investigation of genericization shows conclusively that there is indeed a system underlying the journey from brand name to generic and offers preliminary answers to such questions as why do some brand names become generic whilst others do not and what are the limits (if any) on the path, linguistically and socially, that the process must take. The book also considers a number of important issues: brand names and the law, the relationship of names to other lexical items, cross-cultural aspects of brand names and genericization, and the social foundations of names.