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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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Name Recognition (naming, verbal branding)
The ability of a brand name to trigger a response in the mind of
a consumer. The Coca-Cola and Disney brands have extraordinarily
high name recognition around the world. Compare Engram and Brand
Awareness.
Naming (verbal branding)
The art, science, and craft of developing the ideal name to identify
a given company, product, service, category, feature, benefit, etc.
Naming Architecture (naming, verbal branding)
The system by which a company's portfolio of names are organized,
including the process of introducing new names and retrofitting
acquired names. A well-structured naming architecture will help
a company decide, for example, if a new product should employ a
proprietary name or descriptive name or if the new name should share
a common theme with one of more of the company's existing products.
Even more importantly, a clear, effective naming architecture will
help the company's customers buy its products or services. Compare
Brand Architecture, Brand Nomenclature, Naming Protocol, Naming
Standards, and Nomenclature.
Naming Protocol (naming, verbal branding)
The set of guidelines governing the development of new brand names
within a given organization. Compare Brand Architecture, Brand Nomenclature,
Naming Architecture, Naming Standards, and Nomenclature.
Naming Standards (naming, verbal branding)
The set of guidelines governing the use of brand names within a
given organization. Compare Brand Architecture, Brand Nomenclature,
Naming Architecture, Naming Protocol, and Nomenclature.
Neologism (naming, verbal branding)
Any newly and deliberately coined word or name. See Coined Name.
Neology (naming and verbal branding)
The art, science, and craft of coining new brand names.
Netcronym (naming, verbal branding)
An abbreviation consisting of the first letters of a phrase, often
used in e-mail and instant messaging. IMO ‘in my opinion’
is an example of a netcronym.
Nexus (linguistics, verbal branding)
The meaningful connection between the members of a semantic field.
An example of nexus is the meaningful connection between the words
‘kitten’, ‘cat’, and ‘feline’.
Nickname (naming, verbal branding)
The familiar form of a brand name. The wise company considers its
products' likely nicknames (e.g. Bud for Budweiser,
T-bird for Thunderbird, and Sunny D for Sunny
Delight).
Noa Word (naming, brand name research)
Any word free of any significant taboo in the languages under consideration,
meaning that it may be employed without reservation in the creation
of a brand name. Compare Taboo Word. [Hawaiian noa 'free']
Nomenclator (brand naming)
A naming and verbal branding specialist. Compare Nomenclature. [Latin
nomenclator ‘name-caller’, a slave whose duty was to announce
the names of the people his master met.]
Nomenclature (naming, verbal branding)
A system of names serving to identify and unite the individual offerings
of a company, product line, or service line. General Mills, for
example, has a line of cereals based upon the names of monsters:
Boo Berry, Count Chocula, Franken Berry, and
the sadly departed Fruit Brute and Yummy Mummy. Nomenclature
is also a more general term for all of the names associated with
a company, product, or service, including, but not limited to department
names, job titles, feature names, benefit names, ingredient names,
flavor names, etc. Compare Nomenclator.
Notional Word (linguistics, naming)
Any word which denotes a person or thing, an act, or a quality,
in contrast to a relational word, which merely expresses a grammatical
relationship between notional words. Brand names are typically based
upon notional words.
Numeronym (naming, verbal branding)
Any brand name composed of a number or numbers. Pepsi One
and Coke Zero are examples of numeronyms.
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