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.
Arbitrary Name
Definition: A real word unrelated to the category.
Examples: Orange, Cadillac.
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.
Blend (Portmanteau)
Definition: A word formed from parts of other words.
Examples: Groupon, Snapple, Vinted.
Brand
Definition: The meaning, identity, signals, and experiences associated with an organization or product.
Brand Architecture
Definition: Structural hierarchy of brand and sub-brands.
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 Positioning
Definition: The conceptual territory a brand claims relative to competitors.
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.
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.
Emotional Stroop Effect
Definition: Emotionally weighted words slow cognition and draw attention.
Relevance: Emotion-rich names are more memorable.
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, Twitter.
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.
Genericide
Definition: A trademark that becomes so common it loses protection.
Examples: Escalator, Aspirin.
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.
Invented Word
Definition: A unique word created for a brand.
Examples: Acura, Clorox.
Lexical Gap Perception
Definition: When a language lacks a word for an idea, new names feel more powerful or necessary.
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.
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, Flickr.
Morpheme
Definition: The smallest meaningful linguistic unit.
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 Construct
Definition: Structural components of a name.
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 categories.
Onomastics
Definition: Study of names.
Onomatopoeia
Definition: A word that imitates meaning through sound.
Examples: TikTok, Snap, Pop.
Orthographic Effect
Definition: The visual shape of letters influences perception of modernity, friendliness, heaviness, or agility.
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.
Phrasal Name
Definition: Multi-word name forming a phrase.
Examples: 23&Me.
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.
Shave
Definition: Removing letters to create a shorter invented form.
Examples: Fello.
Simplex
Definition: A completely invented word.
Examples: Wii, Bravia.
Semantic Priming
Definition: Words that evoke related concepts create faster recall and richer associations.
Relevance: Helps suggestive names perform strongly.
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.
Tone
Definition: Emotional and stylistic quality conveyed by sound.
Toponym
Definition: A geographic-derived brand name.
Examples: Amazon, Tahoe.
Trademark
Definition: Legal protection for distinct marks.
Trade Dress
Definition: Trademark protection for overall look and feel.
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.
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.