|
|
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.
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Verbal Identity (verbal branding)
The verbal aspects of a brand identity. Compare visual identity.
Verbal Phrasal Doublet (naming and verbal branding)
Any brand name created by pairing two verbs. The virtue of this
type of name is that it immediately lets the consumer how to use
certain types of products, but it usually does not make for a very
engaging brand. The Playskool Rock ’n Ride rocking horse
and the McCormick Bag ’n Season roasting bag and seasoning
blend are examples of this naming technique.
Visual Identity (visual branding and design)
The visual aspects of a brand identity. Compare verbal identity.
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
|
|
|
