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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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Fanciful Name (trademark law)
Any brand name invented without apparent reference to any other
word in the lexicon. Kodak and Oreo are the classic examples of
a fanciful trade name and a fanciful product name, respectively.
Folk Etymology (naming, verbal branding)
Any popular but false notion of a word's origins.
Formative (naming, verbal branding)
Any affix (prefix, suffix, or infix) which unites a set of otherwise
unrelated names. McChicken, McNuggets, and McRibs
are examples of the McDonald's ‘Mc-’ brand name
prefix formative, which the company has successfully defended in
court.
Formulaic Phrase (naming, verbal branding)
A traditional turn of phrase, often dismissed as a cliché,
but in origin a mnemonic device.
Fused Compound (naming, verbal branding)
A compound whose meaning as a whole is not predictable from the
meanings of its individual components.
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