1. The method of developing websites and other interactive commodities, including strategy development, structural design and graphic design.

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1. The thoughts of the features, tangible and intangible, that characterize a brand.

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1. The entirety of characteristics, tangible and intangible, that make an offer exclusive.
2. The distinct characteristics (e.g., name, symbols and colors) by which an offer is identified.

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1. A word with an identical form or derivation of another.

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1. The use of non-standard spelling to achieve a desired effect or to otherwise distinguish a name.

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• Cingular is an intentionally altered spelling of the word ‘singular’.

1. Any brand name which did not exist in the lexicon prior to its creation.

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• Kodak
• Oreo

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• fanciful name
• coined name

1. Any brand name composed of a complete question.
2. An interrogatory sentence is designed to engage the consumer by encouraging him or her to answer the question the name poses.

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• Where In The World Is Carmen Sandiego? educational software

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1. Any brand, typically owned by another company, which is promoted as a key element of a host brand.

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• the “Intel Inside” campaign

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• host brand

1. 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.

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• 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.

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• acronym

1. Any brand name which is a complete call to action, often marked with an exclamation point.

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• Microsoft Picture It! personal imaging software

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