Chapter 5 Definitions Flashcards
Trademarkable devices that serve to identify and differentiate the brand, mainly brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.
Brand elements
Providing pleasure
Hedonic
Repetition of consonant sounds (often at the beginning of a word)
Alliteration
Repetition of vowel sounds
Assonance
Repetition of consonant sounds with intervening vowel change
Consonance
Repetition of patterns of syllable stress
Rhythym
Words composed of syllables that when pronounced generate a sound strongly suggestive of the word’s meaning
Onomatopoeia
The smallest linguistic unit having meaning
Morpheme
The smallest phonetic unit in a language that is capable of conveying a distinction in meaning
Phonemes
Sounds (or phonemic elements) made by closing the mouth and then releasing a burst of breath (b,c,d,g,k,p,t)
Plosives
A hissing sound, or a consonant that makes such a sound
Sibilants
Representing something as if it were something else.
Metaphor
Application of one object or quality for another.
Metonymy
Substitution of a part for the whole.
Synecdoche
Humanizing the non-human or ascription of human attributes to the inanimate.
Personification
Conjunction of opposites
Oxymoron
Puns and word plays
Paranomasia
Fit of name with an object
Semantic appositeness
Brand names which include a mixture of letters and digits
Alphanumeric names
Specify locations of pages on the Web. Also commonly referred to as domain names.
URLs (Uniform Resource Locators)
Registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill belonging to someone else
Cybersquatting or domain squatting
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.
Logo
Same as trademark
Word-mark
Also called symbols, these are non-word mark logos with no written text
Abstract logos
A special type of brand symbol that takes on human or real-life characteristics
Brand character
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.
Slogans
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).
Tag line
Musical messages written around the brand
Jingles
The activities of designing and producing containers or wrappers for a product.
Packaging
The entire set of brand elements and the contribution of all brand elements to awareness and image.
Brand identity
