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The tendency for things of great interest to a community to attract a large number of colorful synonyms. Think of the plethora of synonyms many cultures have for money, intoxication, and sex.

Any word having the same or similar meaning as another. In fact, no two words ever have precisely the same connotations. Compare Connotation.

Any brand name which uses one example of its category to stand for the whole. Staples, for example, sells a wide variety of office supplies, and the Red Lobster restaurant offers a variety of seafood. Compare Metonym.

Any distinctive, typically non-typographic element of the brand identity which calls to mind the brand as a whole. The Nike swoosh and the Coca-Cola bottle are instantly recognizable symbols of their respective brands. The brand name itself may also be considered a symbol. Compare Brand Identity.

Any brand name which suggests or refers to the good or service in question, but which does not actually describe it. Compare Descriptive Name, Allusive Name, and Metaphoric Mame.

The semantic qualities a given sound or combination of sounds suggests in and of itself. Many linguists have concluded that the high vowel /i/, as in the word ‘pea’, sounds ‘small’ in its connotations and, conversely, that the low vowel /a/, as in ‘father’, sounds ‘large’. There are many exceptions to this general rule, including, ironically, the words ‘big’ and ‘small’ themselves.

The permissible combinations of the phonemes in a given language. While ‘sl-’ (as in the Slurpee slushy soft drink) fits the English sound pattern and is not difficult for an English-speaker to pronunce pronounce, ‘sb-’ (as in the Sbarro mall-based Italian restaurant chain) does not fit the English sound pattern and is therefore considered by English-speakers to be foreign and/or difficult to pronounce. Note that this is not always a negative, as in the case of Sbarro!

The study of the sociological factors involved in the use of language, including differences in gender, race, class, etc. Many linguists, including the linguistics team at Scarcliff-Salvador, have studied the differences in language use between men and women, and the results are often important considerations when it comes to brand naming. Compare Linguistics.

Any element of a compound name which does not normally occur outside of that compound. The ‘cran-’ of ‘cranberry’ is the example typically cited, but Ocean Spray has successfully introduced the Cran•Apple,Cran•Cherry, Cran•Grape, Cran•Mango, Cran•Raspberry,Cran•Strawberry, and Cran•Tangerine juice drinks. Compare Morpheme.

A catch phrase, typically developed in support of a shorter-term product or advertising campaign rather than a longer-term brand-building program. The late 1990’s NBC catch phrase ‘Must See TV’ is an example of a slogan. Compare Catch Phrase, Strap Line, Tag Line, and Brand Line.

The non-standard vocabulary of a given culture or sub-culture, typically consisting of coinages and figures of speech.

A figure of speech in which an explicit comparison is made between two unlike objects via a construction such as like, as, than, similar to, resembles, etc. The former Chevy slogan ‘Like A Rock’ is an example of a simile.

Any brand name whose native pronunciation is difficult for a non-native speaker.

Any brand associated with a service or family of services.

The study of meaning in language, including the relationship between language, thought, and behavior.