1. A clearly penned statement of the positioning concept, laying out the essential features of a brand and its niche.

Example | Illustration

Etymology | Origin

Compare | See

1. A name that consists of multiple words.

Example | Illustration

Etymology | Origin

Compare | See

1. A word with the same meaning as another.

Example | Illustration

Etymology | Origin

Compare | See

• synonym

1. A word whose meaning is changed to cover up.

Example | Illustration

Etymology | Origin

Compare | See

• euphemism

1. A name derived from one’s child.

Example | Illustration

Etymology | Origin

Compare | See

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

Compare | See

• 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

Compare | See

• 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

Compare | See

• code name

1. Any name capable of being owned and trademarked, as opposed to a descriptive name.

Example | Illustration

Etymology | Origin

Compare | See

• descriptive name