Naming a brand is complex. This glossary helps keep it simple.
Abstract Brand Name
Definition: A name with no direct semantic connection to the brand. Highly flexible and open to brand meaning-building
Examples: Apple, Kodak, Virgin, Hulu
Acronym
Definition: Initial letters pronounced as a word
Examples: BART, MADD, LASER, Aflac
Agentive
Definition: A noun denoting the doer of an action, often using the suffix "-er"
Examples: Explorer
Alliteration
Definition: Repetition of initial sounds to improve recall and musicality
Examples: BlackBerry, Jamba Juice
Alphanumeric Name
Definition: A blend of letters and numbers
Examples: WD-40, 3M, Porsche 911
Alphanumeric System
Definition: A naming format that blends letters and numbers to signal structure. capability tiers. or engineering precision
Examples: Canon EOS R5, BMW X5
Amalgam Name
Definition: A name formed by fusing fragments of multiple words
Examples: Accenture, Nabisco
Arbitrary Name
Definition: A real word unrelated to the category
Examples: Orange, Cadillac
Associative Name
Definition: A name that connects to meaning indirectly rather than literally
Examples: Away, Quartz
Baader-Meinhof Phenomenon (Frequency Illusion)
Definition: Once you hear a name, you notice it everywhere. This creates perceived relevance and memorability
Relevance: Helps new brand names feel suddenly ubiquitous
Back Vowels
Definition: Vowel sounds produced at the back of the mouth (o, u, aw) that feel rounder. larger. or more powerful
Example: “Google” feels open and expansive, “Uber” feels bold and strong
Blend (Portmanteau)
Definition: A word formed from parts of other words
Examples: Groupon, Snapple
Bouba/Kiki Effect
Definition: Certain sounds are consistently associated with specific shapes or feelings
Relevance: Explains instinctive reactions to name sounds
Brand
Definition: The meaning, identity, signals, and experiences associated with an organization or product
Brand Architecture
Definition: The system defining how brands, sub-brands, and products relate within a portfolio
Example: Google → Pixel → Pixel Pro
Brand Awareness
Definition: How quickly or widely people recognize a brand name
Example: “Nike” or “Apple” are nearly universally recognizable
Brand Identity
Definition: The total expression of a brand to audiences
Brand Name
Definition: The verbal trigger that invokes brand associations
Brand Personality
Definition: Human traits applied to a brand through sound, tone, and language
Brand Platform
Definition: A strategic foundation outlining purpose, values, personality and positioning
Brand Positioning
Definition: The conceptual territory a brand claims relative to competitors
Brand Promise
Definition: The core commitment a brand makes to its customers
Brand Recall
Definition: How easily a name comes to mind in its category context
Example: When someone says “streaming,” many immediately recall “Netflix”
Cacography
Definition: Intentional goofy or stylized misspelling
Cognitive Fluency
Definition: Names that are easy to process feel more trustworthy, likable, and high quality
Examples: Visa, Dove, Zoom
Coinage (Coined Word)
Definition: A modified or invented word
Examples: Lego, Google, Vudu
Compound Name
Definition: Two real words joined to form a name
Examples: Facebook, Allstate, Buzzfeed
Connotation
Definition: Emotional or cultural meanings associated with a word
Constructed Word
Definition: A newly formed word made from recognizable components
Examples: Instagram, Microsoft
Consonance
Definition: Repetition of consonant sounds for rhythm and structure
Copyright
Definition: Legal protection for creative works
Curse of Knowledge
Definition: When insiders choose names only insiders understand
Decision Fatigue
Definition: Reduced judgment quality caused by reviewing too many similar names
Relevance: Disciplined shortlisting reduces decision fatigue
Denotation
Definition: Literal meaning of a word
Descriptive Brand Name
Definition: A literal statement of what the product or service is or does
Examples: Netflix, Big Ass Fans, Internet Explorer
Descriptor
Definition: A functional label paired with the main brand name
Differentiation
Definition: Distinctiveness relative to competitors
Domain Availability
Definition: Whether a desired domain can realistically be secured
Domain Descriptor
Definition: A functional modifier added to a name in a URL
Examples: Get___.com, Try___.com, ___Foods.com
Dot-Com Bias
Definition: Preference for .com domains as more credible or established
Emotional Stroop Effect
Definition: Emotionally weighted words slow cognition and draw attention
Relevance: Emotion-rich names are more memorable
Empty Vessel Name
Definition: A coined name designed to absorb meaning over time
Examples: Kodak, Exxon
Enhanced Descriptive Name
Definition: A descriptive name with an added modifier to improve distinctiveness
Examples: Smartwater, Vitaminwater
Eponym
Definition: A name derived from a person
Examples: Barbie, Betty Crocker, Dell
Etymology
Definition: Word origins and historical development
Evocative Name
Definition: A metaphorical or symbolic name that maps to brand themes
Examples: Oracle, Amazon
Exact-Match Domain
Definition: A domain consisting of the brand name plus .com only
Examples: stripe.com
Experiential Name
Definition: A name tied to the user experience
Expression
Definition: The degree of connection a name has to the product or company
Fanciful Name
Definition: Purely invented, linguistically unique
Examples: Exxon, Kodak
Fluency Heuristic
Definition: People prefer names that are easier to pronounce or say
Frisson Trigger (Sonic Aesthetic Effect)
Definition: Certain sound clusters produce pleasant sensory or emotional effects
Examples: "gl", "br", "fl" clusters
Full Legal Screening
Definition: A comprehensive trademark search conducted by a qualified attorney to assess registrability and risk
Relevance: Typically conducted after a preliminary knockout search
Generic Name
Definition: A name that directly names a category or product and (usually) cannot be protected
Examples: The Weather Channel, Hotels.com
Genericide
Definition: A trademark that becomes so common it loses protection
Examples: Escalator, Aspirin
Geographic Name
Definition: A name derived from a place to signal origin or heritage
Examples: Patagonia, Mountblanc
Hapax Legomena (Hapax Naming)
Definition: A word that appears only once in recorded language
Relevance: Creates true linguistic ownership for brands
Iconicity
Definition: How easily a name evokes imagery
Ideophone
Definition: A word whose sound conveys meaning in a vivid sensory way
Examples: Zap, Boom, Zipcar
Ingredient Brand
Definition: A brand embedded within another
Examples: Intel Inside, OnStar
Initialism (Alphabetism)
Definition: Pronounced letter by letter
Examples: IBM, HP, DHL
Invented Word
Definition: A unique word created for a brand
Examples: Acura, Clorox
Legal Entity Name
Definition: The official registered name of a business, which may differ from its brand name
Lexical Gap Perception
Definition: When a language lacks a word for an idea, new names feel more powerful or necessary
Linguistic Disaster Check
Definition: Screening names for negative meanings or pronunciations across languages
Relevance: Reduces global risk
Linguistics
Definition: The science of language
Localization
Definition: Adapting names for cultural and phonetic norms of new markets
Logonym
Definition: A name that conveys symbolic logic or conceptual layers
Master List
Definition: The full set of generated names for a project housed in a central location
Note: Often synonymous with Complete List File
Metaphor
Definition: A symbolic mapping between concepts
Metonymy
Definition: Using an associated term to stand in for something
Examples: Hollywood
Mindshare Conflicts
Definition: When competitors dominate a concept linguistically
Misspelled Brand Name
Definition: Altered spelling for uniqueness
Examples: Tumblr, Razer
Morpheme
Definition: The smallest meaningful linguistic unit
Name Fatigue
Definition: Loss of confidence or emotional response caused by overexposure to name options
Relevance: Explains late-stage doubt and reversals
Name Letter Effect
Definition: People prefer letters found in their own names
Relevance: Helps with founder-led naming and consumer affinity
Name Validation
Definition: The structured process of testing a name for clarity, pronunciation, comprehension, emotional response, cultural fit, and competitive distinctiveness. Often includes user testing, linguistic checks, SEO assessment, legal risk review, and internal alignment
Relevance: Helps ensure a name performs well across audiences, markets, and scenarios before final selection
Examples: Pronunciation testing across regions, small-group customer feedback, multilingual screening, competitive audits
Naming Approach
Definition: How a name connects conceptually to a brand
Naming Architecture
Definition: Environment in which names systemically relate
Naming Brief
Definition: A document outlining goals, audience, tone, themes, constraints, and criteria for a naming project
Naming Construct
Definition: Structural components of a name
Naming Criteria
Definition: The explicit standards used to evaluate and compare name options
Naming Protocol
Definition: Rules and systems for future naming
Naming Strategy
Definition: High-level game plan for message, tone, and competitive differentiation
Nomenclature
Definition: A systematic naming convention
Examples: IKEA product categories and Swedish naming patterns (sofas = Swedish place names, beds = Norwegian place names, etc.
Onomastics
Definition: Study of names
Onomatopoeia
Definition: A word that imitates meaning through sound
Examples: TikTok, Snap, Zoom, Fizz
Orthographic Effect
Definition: The visual shape of letters influences perception of modernity, friendliness, heaviness, or agility
Example: Rounded letters in “Oura” feel softer and more premium, angular letters in “Klarna” feel sharper and more modern
Personification
Definition: Giving human qualities to a brand name
Examples: Mr. Clean
Phoneme
Definition: The smallest unit of speech contrast
Phonetic Attractiveness Bias
Definition: Certain sounds feel inherently pleasing or premium
Phonetic Symbolism (Sound Symbolism)
Definition: Sounds carry meaning associations
Examples: "gl" for light, "br" for strength, high vowels for smallness
Phonosemantics
Definition: The study of how sounds convey meaning
Relevance: Supports sound-led naming decisions
Phrasal Name
Definition: Multi-word name forming a phrase
Examples: 23&Me, Dollar Shave Club
Preliminary Trademark Screening (Knockout Search)
Definition: Early removal of names with obvious legal conflicts
Relevance: Improves efficiency
Primacy Effect
Definition: Names shown first tend to be remembered and favored
Relevance: Affects shortlist order
Processing Fluency
Definition: The ease with which a name is mentally processed influences likability, trust, and recall
Proprietary Name
Definition: A name capable of trademark protection
Real-Word Name
Definition: A dictionary word used as a brand name
Examples: Ivory, Coast
Recency Effect
Definition: Names shown last benefit from freshness bias
Relevance: Impacts evaluation
Registrar vs Registry
Definition: The difference between domain sellers (registrars) and domain authorities (registries)
Shave
Definition: Removing letters to create a shorter invented form
Examples: Fello
Semantic Priming
Definition: Words that evoke related concepts create faster recall and richer associations
Relevance: Helps suggestive names perform strongly
Semantic Satiation
Definition: Temporary loss of meaning from repeated exposure to a word
Relevance: Explains false negative reactions to names
Service Mark
Definition: Trademark protection applied specifically to services rather than products
Shortlisting
Definition: Narrowing a long list to a focused set for evaluation
Sound Symbolism
Definition: How certain sounds evoke emotional or sensory associations
Example: “Zipcar” uses a “z” to feel fast, “Lilt” feels light and airy
Suggestive Name
Definition: A name that hints at qualities or benefits indirectly
Examples: Safari, Fitbit
Synecdoche
Definition: A part standing for the whole
Examples: Wall Street
Tagline
Definition: A short phrase that reinforces the brand’s promise or stance
Example: Nike’s “Just Do It.”
Tone
Definition: Emotional and stylistic quality conveyed by sound
Top-Level Domain (TLD)
Definition: The extension following a domain name
Examples: .com, .io, .ai
Toponym
Definition: A geographic-derived brand name
Examples: Amazon, Tahoe
Trademark
Definition: Legal protection for distinct marks
Trade Dress
Definition: The protectable visual “look and feel” of a brand or product
Example: Coca-Cola’s contour bottle, Apple’s minimalist packaging
Transcreation
Definition: Adapting a name conceptually for a new market
Translation
Definition: Literal linguistic rendering
Transliteration
Definition: Phonetic rendering across writing systems
Truncated Real Word
Definition: Shortened version of a full word
Examples: FedEx, Cisco
Trademark Distinctiveness
Definition: A legal scale of how protectable a name is, from generic to fanciful
Example: “Apple” (arbitrary) is highly protectable, “Smartphone Store” (descriptive/generic) is not
Trial Balloon Name
Definition: A provisional name used to gauge reaction without commitment
Relevance: Aids alignment
Unique Selling Proposition (USP) / Value Proposition
Definition: A clear statement of how a brand delivers unique value, often informing naming direction
Wordmark
Definition: Stylized typographic rendition of a brand name
Wug Effect (Generalization Effect)
Definition: Humans instinctively apply learned language rules to new invented words
Relevance: Helps coined names feel "natural" quickly