Definition | Meaning
- The entire set of names associated with a given brand, including the names of any associated descriptors, features, benefits, etc., as well as the complete brand name itself.
Example | Illustration
Etymology | Origin
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brand name dominance
Definition | Meaning
- Any situation where a single brand name dominates its category.
Example | Illustration
- in the United States, the Jell-O brand name dominates the gelatin dessert category
Etymology | Origin
brand image
Definition | Meaning
- The complete set of feelings and beliefs a customer has about a given brand.
Example | Illustration
Etymology | Origin
brand identity
Definition | Meaning
- The totality of the elements which identify a brand, including its name, tagline, color scheme, logo, symbols, unique look-and-feel, etc.
Example | Illustration
Etymology | Origin
Compare | See
- brand expression
brand expression
Definition | Meaning
- The outward expression of a brand identity.
Example | Illustration
Etymology | Origin
Compare | See
- brand identity
brand equity
Definition | Meaning:
- The reservoir of goodwill a brand enjoys.
- The estimated value of a brand.
brand context
Definition | Meaning
- Any context or environment within which a given brand is typically experienced.
Example | Illustration
Etymology | Origin
brand audit
Definition | Meaning
- A formal review of the consistency and effectiveness of a brand identity.
Example | Illustration
Etymology | Origin
Compare | See
- brand identity
borrowing
Definition | Meaning
- The adoption of a word from one language into the lexicon of another.
Example | Illustration
- an example of borrowing in English is the Japanese word tsunami, the massive tidal wave which frequently follows an earthquake
Etymology | Origin
Compare | See
- calque
blending
Definition | Meaning
- The creation of a new word by combining the first part of one word with the last part of another.
Example | Illustration
- the word ‘smog’ is made up of the words ‘smoke’ and ‘fog’
- the brand name Netopia is made up of the words ‘net’ and ‘utopia’
- although comparatively rare in English, this process is a common means of word formation in several language families (e.g. Malayo-Polynesian); it is distinct from recombinant morphemics in that only a portion of each morpheme is used
Etymology | Origin
Compare | See
- portmanteau word
- Recombinant Morphemics