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Deciphering The Indecipherable — The Dictionary of Branding
Welcome to the Scarcliff | Salvador Dictionary of Branding, the
most comprehensive glossary of branding and naming on the Web. Our
goal is to produce and maintain an up-to-date record of the terms
of art in use in our field, including the latest branding concepts,
naming styles and techniques, tagline types, and commercially-useful
linguistics terms.
Each entry is cross-referenced if appropriate and includes examples
from the marketplace wherever possible. Please contact us with your
suggested additions and corrections.
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Back Formation (naming, linguistics)
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.
Backronym (naming, verbal branding)
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]
Baptism (naming, branding)
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.
Blending (naming, verbal branding)
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.
Borrowing (naming, linguistics)
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.
Brand Audit (branding, marketing)
A formal review of the consistency and effectiveness of a brand
identity. Compare brand identity.
Brand Context (branding, marketing)
Any context or environment within which a given brand is typically
experienced.
Brand Equity (branding, marketing)
The ability of a brand to create demand and, equally important,
to weather adverse conditions.
Brand Expression (branding, marketing)
The outward expression of a brand identity. Compare Brand Identity.
Brand Identity (branding, marketing)
The totality of the elements which identify a brand, including its
name, tagline, color scheme, logo, symbols, unique look-and-feel,
etc. Compare Brand Identity.
Brand Image (branding, marketing)
The complete set of feelings and beliefs a customer has about a
given brand.
Brand Name Dominance (naming, branding)
Any situation where a single brand name dominates its category.
In the United States, the Jell-O brand name dominates the
gelatin dessert category.
Brand Nomenclature (naming, verbal branding)
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.
Brand Personality (branding, marketing)
The human traits associated with a brand by its customers.
Brand Promise (branding, marketing)
The distinctive benefit associated with a brand by its customers.
Brand Strategy (branding, marketing)
A systematic, comprehensive plan for the development of a brand.
Brandscape (branding, marketing)
The competitive brand landscape within a category or across related
categories. [coined from brand + landscape]
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