Definition | Meaning

1. Any harsh or disagreeable combination of sounds, the perception of which will vary from language to language.

Example | Illustration

• in English, Schlitz beer is an example of dissonance

Etymology | Origin

Definition | Meaning

1. The likelihood that a given brand name will stand out in the course of normal speech.

Example | Illustration

• the discourse audibility of the name Yahoo! is extremely high

Etymology | Origin

Compare | See

• textual visibility

Definition | Meaning

1. Any brand name created by adding a suffix denoting smallness, youthfulness, familiarity, or affection.

Example | Illustration

• in English, diminutives are usually formed with the suffixes ‘-y’, ‘-ies’, or ‘-kin’
• Huggies diapers
• Wheaties breakfast cereal

Etymology | Origin

Definition | Meaning

1. A word which literally describes the product or service being identified, often functioning as a category name and generally paired with a fanciful, arbitrary, or suggestive name to form a complete brand name.

Example | Illustration

• Kleenex facial tissue, where Kleenex is a fanciful name and facial tissue is a descriptor

Etymology | Origin

Compare | See

• category name

Definition | Meaning

1. A word’s intrinsic, literal senses, excluding its overtones and shades of meaning.

Example | Illustration

Etymology | Origin

Compare | See

• connotation