1. The formal definition of a brand’s positioning, typically defining it’s niche in terms of its key benefit, target market, and competitive advantage.

1. The distinct niche that a brand occupies in a competitive environment.

1. A name that consists of more than three words.

1. A word with the same meaning as another.

Example | Illustration:

Etymology | Origin:

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• synonym

1. A term chosen to distract the hearer from a less desirable term.

Example | Illustration:

• The term ‘liberation’ is often used as a paranym for the term ‘invasion’.

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• euphemism

1. A name derived from one’s child.

Example | Illustration:

Etymology | Origin:

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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. The study of the psychological factors involved in the perception of, and response to, language.

Example | Illustration

• the memorability of brand names

Etymology | Origin

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• linguistics

1. The acquisition by a word of a new meaning under the influence of another word in the same associative field.

Example | Illustration

Etymology | Origin

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• associative field

1. A false name adopted to protect a trade secret, and, not coincidentally, to arouse the interest of the target market.

Example | Illustration

• Ginger was the pseudonym of the Segway human transporter

Etymology | Origin

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• code name