1. A reason for being.
2. A brand’s primary purpose.
3. A product or service feature’s primary benefit.

1. The process of re-energizing a moribund brand.

1. 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.

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• semantics

1. A mnemonic device in which two or more words correspond in sound.

Example | Illustration:

In English, ‘tall’ and ‘ball’ rhyme.

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.

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’

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.

1. A brand which extends across several categories, usually related.

Example | Illustration:

• Gillette’s Oral-B range brand
• General Electric
• Mitsubishi

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• megabrand