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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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Haplology (linguistics, brand name research)
A sporadic sound change characterized by the omission in speech
of one of several consecutive identical sounds or syllables. For
example, instead of pronouncing three individual ‘w’s
to describe the ‘www’ of a URL address, people may only
pronounce one or two ‘w’s.
Heteronym (linguistics, brand name research)
Any word identical to another in its written form, but different
in sound and meaning. The present tense of the verb ‘to read’
(i.e. “Let's read this story together”.) and the past
participle of the same verb (i.e. “He read me a lovely poem”.)
are heteronyms.
Hieronym (naming, verbal branding)
Any brand name derived from mythology or religion. Examples of hieronyms
include Saint Brendan's Superior irish cream liqueur (named
after the Irish saint) and Zeus salad dressing (named after
the Greek god). [Greek hieros ‘holy’ + onuma ‘name’]
Holonym (naming, verbal branding)
Any word which encompasses the entire category. For example, ‘body’
is a holonym of ‘head’, ‘hand’, etc. [Greek
holo ‘whole’ + onuma ‘name’]
Homonym (naming, verbal branding)
Any of two or more companies, products, services, etc. sharing the
same brand name.
Host Brand (branding, marketing)
Any brand which promotes as one of its key elements an ingredient
brand. Compare Ingredient Brand.
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