Definition | Meaning:

1. The concrete object or concept symbolized by a brand name.

Example | Illustration:

• The shared referent of Coca-Cola, Coke, and ‘The Real Thing’ is the Coca-Cola brand soft drink.

Definition | Meaning:

1. A new category name developed in response to the development of another new category name, in order to avoid confusion as the result of a cultural or technological change.

Example | Illustration:

• ‘acoustic guitar’ in response to ‘electric guitar’
• ‘analog watch’ in response to ‘digital watch’
• ‘live performance’ in response to ‘pre-recorded performance’
• ‘real cream’ in response to ‘non-dairy creamer’
• ‘snail-mail’ in response to ‘e-mail’
• ‘whole milk’ in response to ‘skim milk’

Definition | Meaning:

1. The repetition of syllables within a brand name.

Example | Illustration:

• The initial syllables of Boboli brand Italian bread crust are an example of reduplication.

Note:

• Reduplication is relatively rare within English, but it is a common word formation technique within many other language families, including Malayo-Polynesian.