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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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Lexicon (linguistics, verbal branding)
The inventory of words in a given language, dialect, or idiom. The
English lexicon can be found in an complete dictionary. This dictionary
is an effort to record the lexicon of branding and naming.
Line Extension (branding, marketing)
Any variation of an existing product or service which shares its
parent brand's key characteristics but which is distinguished by
a new benefit (flavor, size, etc.). Compare Parent Brand and Sub
Brand.
Lingua Franca (linguistics, verbal branding)
Any language used as a medium of communication between peoples of
diverse speech. For example, English is now the lingua franca of
Asia, although many varieties of English are spoken there, including
Australian English, Hong Kong English, Japanese English, Singaporean
English, etc.
Linguistics (verbal branding)
The science of language, especially the nature and structure of
human speech.
Look And Feel (branding, design)
The overall sensory impression created by a brand. Apple
is known for the distinctive ‘look and feel’ of its products.
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