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Brand building glossary

generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such device.

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compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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Explore more terms

Browse the glossary by first letter to find related branding, marketing and business language.

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