1. A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.

1. The roster of brands owned and/or managed by a particular entity.

1. A reason for being.
2. A brand’s primary purpose.
3. A product or service feature’s primary benefit.

1. A call to action.
2. The immediate and specific consumer action sought by a promotion.

1. An uncapitalized word derived from a proper noun.

Example | Illustration

• bikini
• china
• coke
• google
• 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

1. 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.

1. A brand name derived from a personal name.

Example | Illustration

• Example
• Example

1. The stylized typographic treatment of a brand name.

Compare | See

• brandmark
• logo
• mark

1. The visual components of a brand identity, including its brandmark, color palette, and imagery.
2. The visual personality of a brand.

Compare | See

• brand identity
• verbal identity

1. 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