Definition | Meaning:
- A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.
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brand portfolio
Definition | Meaning:
- The roster of brands owned and/or managed by a particular entity.
RFB
Definition | Meaning:
- A reason for being.
- A brand’s primary purpose.
- A product or service feature’s primary benefit.
CTA
Definition | Meaning
- A call to action.
- The immediate and specific consumer action sought by a promotion.
pojmanym
Definition | Meaning
- An uncapitalized word derived from a proper noun.
Example | Illustration
- bikini
- china
- coke
- xerox
Etymology | Origin
- pojma < Jim and John Pojman, the two brothers who created the term in 1975 + onym < Greek onuma ‘name’
- the term pojmanym is itself a pojmanym
onomasticon
Definition | Meaning
- A book, collection, dictionary, glossary, or lexicon of names.
Example | Illustration
Etymology | Origin
- Ancient Greek onomastikon, the neuter form of onomastikos ‘belonging to names’ < onomazo ‘I name’ < onoma ‘name’
- Specifically, the Onomasticon, a famous thesaurus of Greek synonyms created by the Greek grammarian Ioulios Poludeukes | Julius Pollux circa 180 A.D.
anthronym
Definition | Meaning
- A brand name derived from a personal name.
Example | Illustration
- Example
- Example
wordmark
Definition | Meaning
- The stylized typographic treatment of a brand name.
Compare | See
- brandmark
- logo
- mark
visual identity
Definition | Meaning
- The visual components of a brand identity, including its brandmark, color palette, and imagery.
- The visual personality of a brand.
Compare | See
- brand identity
- verbal identity
verbal phrasal doublet
Definition | Meaning
- A brand name created by pairing two verbs.
Example | Illustration
- Playskool Rock ’n Ride rocking horse
- McCormick Bag ’n Season roasting bag and seasoning blend