B

The competitive brand landscape within a category or across related categories. [coined from brand + landscape]

A systematic, comprehensive plan for the development of a brand.

The distinctive benefit associated with a brand by its customers.

The human traits associated with a brand by its customers.

The entire set of names associated with a given brand, including the names of any associated descriptors, features, benefits, etc., as well as the complete brand name itself.

Any situation where a single brand name dominates its category. In the United States, the Jell-O brand name dominates the gelatin dessert category.

The complete set of feelings and beliefs a customer has about a given brand.

The totality of the elements which identify a brand, including its name, tagline, color scheme, logo, symbols, unique look-and-feel, etc. Compare Brand Expression.

The outward expression of a brand identity. Compare Brand Identity.

The ability of a brand to create demand and, equally important, to weather adverse conditions.

Any context or environment within which a given brand is typically experienced.

A formal review of the consistency and effectiveness of a brand identity. Compare brand identity.

The adoption of a word from one language into the lexicon of another. An example of borrowing in English is the Japanese word tsunami, the massive tidal wave which frequently follows an earthquake. Compare Calque.

The creation of a new word by combining the first part of one word with the last part of another. For example, the word ‘smog’ is made up of the words ‘smoke’ and ‘fog’ and the brand name Netopia is made up of the words ‘net’ and ‘utopia’. Although comparatively rare in English, this process is a common means of word formation in several language families (e.g. Malayo-Polynesian); it is distinct from recombinant morphemics in that only a portion of each morpheme is used. Compare Portmanteau Word and Recombinant Morphemics.

In commercial terms, the formal ceremony by which a new name is bestowed upon a company, product, or service, often in the form of an advertisement or public relations event.

A name reinterpreted by consumers as an amusing or ironic acronym. For example, some owners jokingly suggest that the name Fiat stands for “Fix It Again Tomorrow”. Compare acronym. [coined from back + acronym]

The creation of a new word from an existing form assumed, incorrectly, to be its derivative. For example, the word ‘edit’ was actually formed by dropping the suffix ‘-or’ from ‘editor’, not the other way around.