Definition | Meaning:
- A reason for being.
- A brand’s primary purpose.
- A product or service feature’s primary benefit.
Tag Archives: R
brand revitalization
Definition | Meaning:
- The process of re-energizing a moribund brand.
root
Definition | Meaning:
- The semantic kernel from which a set of words is derived by phonetic, morphemic, and/or semantic change.
Example | Illustration:
- The shared semantic kernel of the words ‘black’, ‘blue’, ‘blond’, and ‘blush’ is the Indo-European root *bhel-, which originally referred (several thousand years ago) to the colors seen in a fire.
Compare | See”
- semantics
rhyme
Definition | Meaning:
- A mnemonic device in which two or more words correspond in sound.
Example | Illustration:
In English, ‘tall’ and ‘ball’ rhyme.
referent
Definition | Meaning:
- 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.
retronym
Definition | Meaning:
- 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’
reduplication
Definition | Meaning:
- 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.
range brand
Definition | Meaning:
- A brand which extends across several categories, usually related.
Example | Illustration:
- Gillette’s Oral-B range brand
- General Electric
- Mitsubishi
Compare | See
- megabrand