Definition | Meaning
- The process of developing a brand’s internet presence.
Tag Archives: I
image
Definition | Meaning:
- A culture’s perception of a brand.
identity
Definition | Meaning:
- The unique set of symbols which characterize a brand.
isonym
Definition | Meaning
- A word with an identical form or derivation of another.
Example | Illustration
Etymology | Origin
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invented spelling
Definition | Meaning
- The use of non-standard spelling to achieve a desired effect or to otherwise distinguish a name.
Example | Illustration
- Cingular is an intentionally altered spelling of the word ‘singular’.
inventive name
Definition | Meaning
- Any brand name which did not exist in the lexicon prior to its creation.
Example | Illustration
- Kodak
- Oreo
Etymology | Origin
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- fanciful name
- coined name
interrogatory sentence
Definition | Meaning
- Any brand name composed of a complete question.
- An interrogatory sentence is designed to engage the consumer by encouraging him or her to answer the question the name poses.
Example | Illustration
- Where In The World Is Carmen Sandiego? educational software
Etymology | Origin
ingredient brand
Definition | Meaning
- Any brand, typically owned by another company, which is promoted as a key element of a host brand.
Example | Illustration
- the “Intel Inside” campaign
Etymology | Origin
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- host brand
initialism
Definition | Meaning
- Any name formed from first letter or letters of the words in a phrase (IRS, the Internal Revenue Service), the syllables or components of one word (TNT, trinitrotoluene), or a combination of words and syllables (ESP, extrasensory perception) and usually pronounced by spelling out the letters one by one.
Example | Illustration
- The few advantages of a commercial acronym are that it may challenge the consumer to ‘solve the puzzle’, as if it were a vanity license plate (TCBY, The Country’s Best Yogurt), or else present the consumer with a prefabricated bit of upscale slang (DKNY, Donna Karan New York and MGD, Miller Genuine Draft).
- The chief disadvantage of an initialism is that it may be unintelligible and forgettable without a prohibitive investment in advertising. It took James Earl Jones to make“This is CNN” a meaningful phrase.
Etymology | Origin
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- acronym
imperative sentence
Definition | Meaning
- Any brand name which is a complete call to action, often marked with an exclamation point.
Example | Illustration
- Microsoft Picture It! personal imaging software
Etymology | Origin