P

The study of the psychological factors involved in the perception of, and response to, language. One example of psycholinguistic study is the memorability of brand names. Compare Linguistics.

The acquisition by a word of a new meaning under the influence of another word in the same associative field. Compare Associative Field.

A false name adopted to protect a trade secret, and, not coincidentally, to arouse the interest of the target market. Ginger was the pseudonym of the Segway human transporter. Compare Code Name.

Any name capable of being owned and trademarked, as opposed to a descriptive name. Compare Descriptive Name.

Any brand associated with a product or family of products.

Any word or brand name created by the whimsical blending of two or more other words, as found in the works of Lewis Carroll. Snapple, a portmanteau of the English words ‘snap’ and ‘apple’, is a great example of this naming technique. Compare blend.

The proliferation of words sharing a single, ancestral root. For example, the English words ‘aggregate’, ‘congregate’, ‘egregious’, ‘gregarious’, and ‘segregate’ are all derived from the Latin root greg- ‘to flock, to herd’.

The use of multiple names for the same company, product, or service. Also, the use of several words to create one brand name. Compare Poecilonymy.

The use of multiple names for the same company, product, or service. Also, the use of several words to create one brand name. Compare Polyonomy.

Any character or symbol used in place of a word. The now famous @ sign is an example of a phonogram.

A consonant cluster apparently associated with a particular semantic field, but with no distinguishable independent meaning. Some English examples are ‘gl-’, ‘sn-’, and ‘sl-’.

A meaningful sound, the smallest unit of speech which distinguishes one word from another in a given language. In the pair of words ‘bat’ and ‘mat’, for example, the distinguishing sounds /b/ and /m/ are both phonemes.

A figure of speech in which a company, product, or service is given human form. Mr. Clean cleaning products and the Nintendo Game Boygame system are perfect examples of personnification. Compare Eponym.

A semantic shift which results in a less favorable connotation.

Any brand name derived from an actual, fictional, or mythical paternal figure.

A regional dialect. The distinctive dialect of New Orleans is an example of a patois.

The attribution of a human emotion to a product or service. Cheerioscereal is an excellent example of a pathetic fallacy.

Any brand name derived from an understandable word in a foreign language. Many fragrance and cosmetic names take advantage of both the cachet of French and the fact that English and French share a great deal of vocabulary. Trésor perfume, where ‘trésor’ is the French source of the English word ‘treasure’, is a clear example of this brand strategy.

The use in naming of a play on words, including but not limited to punning. L’eggs pantyhose is a good example of paronomasia.

Any brand which lends a portion of its identity and equity to one or more subsidiary brands, most often by sharing its name.