Chapter 5 Definitions

Question 1

Trademarkable devices that serve to identify and differentiate the brand, mainly brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.

Answer 1

Brand elements

Question 2

Providing pleasure

Answer 2

Hedonic

Question 3

Repetition of consonant sounds (often at the beginning of a word)

Answer 3

Alliteration

Question 4

Repetition of vowel sounds

Answer 4

Assonance

Question 5

Repetition of consonant sounds with intervening vowel change

Answer 5

Consonance

Question 6

Repetition of patterns of syllable stress

Answer 6

Rhythym

Question 7

Words composed of syllables that when pronounced generate a sound strongly suggestive of the word’s meaning

Answer 7

Onomatopoeia

Question 8

The smallest linguistic unit having meaning

Answer 8

Morpheme

Question 9

The smallest phonetic unit in a language that is capable of conveying a distinction in meaning

Answer 9

Phonemes

Question 10

Sounds (or phonemic elements) made by closing the mouth and then releasing a burst of breath (b,c,d,g,k,p,t)

Answer 10

Plosives

Question 11

A hissing sound, or a consonant that makes such a sound

Answer 11

Sibilants

Question 12

Representing something as if it were something else.

Answer 12

Metaphor

Question 13

Application of one object or quality for another.

Answer 13

Metonymy

Question 14

Substitution of a part for the whole.

Answer 14

Synecdoche

Question 15

Humanizing the non-human or ascription of human attributes to the inanimate.

Answer 15

Personification

Question 16

Conjunction of opposites

Answer 16

Oxymoron

Question 17

Puns and word plays

Answer 17

Paranomasia

Question 18

Fit of name with an object

Answer 18

Semantic appositeness

Question 19

Brand names which include a mixture of letters and digits

Answer 19

Alphanumeric names

Question 20

Specify locations of pages on the Web. Also commonly referred to as domain names.

Answer 20

URLs (Uniform Resource Locators)

Question 21

Registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill belonging to someone else

Answer 21

Cybersquatting or domain squatting

Question 22

Can range from corporate names or trademarks written in a distinctive form, to entirely abstract designs that may be completely unrelated to the word mark, corporate name, or corporate activities.

Answer 22

Logo

Question 23

Same as trademark

Answer 23

Word-mark

Question 24

Also called symbols, these are non-word mark logos with no written text

Answer 24

Abstract logos

Question 25

A special type of brand symbol that takes on human or real-life characteristics

Answer 25

Brand character

Question 26

Short phrases that help build brand awareness by playing off the brand name in some way. May be more enduring then an ad tag-line.

Answer 26

Slogans

Question 27

Phrase “tagged on” to a brand name or specific ad campaign to reinforce brand message, or add meaning either descriptively, emotionally or both. Can indicate specific meanings of new brand directions (as opposed to more timeless brand slogan).

Answer 27

Tag line

Question 28

Musical messages written around the brand

Answer 28

Jingles

Question 29

The activities of designing and producing containers or wrappers for a product.

Answer 29

Packaging

Question 30

The entire set of brand elements and the contribution of all brand elements to awareness and image.

Answer 30

Brand identity