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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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Onomastics (linguistics, brand naming)
The study of names and naming practices.
Onomatopoeia (naming, verbal branding)
The creation of a brand name or catchphrase that sounds like what
it refers to. The 'Snap! Crackle! Pop!' of Kellogg's Rice Krispies
puffed rice cereal is a perfect example of onomatopoeia.
Onymous (brand naming)
Having a brand name. Compare Anonymous.
Oronym (naming, verbal branding)
A string of words which sound the same as another string of words.
‘Ice cream’ is an oronym of ‘I scream’. Compare
Homophone.
Orthography (linguistics, naming)
The art of spelling.
Oxymoron (naming, verbal branding)
A figure of speech containing an actual or ironic contradiction.
‘Jumbo shrimp’ is an oft-cited example.
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