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       Brand practice

There are about 7 million short names (up to 5 letters) and practically infinite long names (5 to 10 letters). Nevertheless, all these names have basic structures in common, which are essential for naming.

Below we have compiled the most important ones for you. There is more to naming than meets the eye...

A   B   C   D   E   F   G   H   I   J   K   L
M   N   O   P   Q   R   S   T   U   V   W
X   Y   Z


The above names are used for illustrative purposes only. Most of these examples are copyrighted trademarks of their respective companies.

Duden, Die deutsche Rechtschreibung, Dudenverlag, Mannheim (1996). Pelz, Linguistik (1996), S. 41. Mahmoudian, Zeichen, in: Martinet, (Hrsg.), Linguistik (1973), Carroll, John M. (1985). What's in a Name? An Essay in the Psychology of Reference. New York: W.H. Freeman & Cpy Cottle, Basil (1983). Names. London: Thames and Hudson Ltd. Crystal, David (1987). The Cambridge Encyclopedia of Language. Cambridge: Cambridge University Press. Fromkin, Victoria and Robert Rodman (1978). An Introduction to Language, Second Edition. New York: Holt, Rinehart and Winston. Morris, William, ed. (1979). The American Heritage Dictionary of the English Language, New College Edition. Boston: Houghton Mifflin Company. Pei, Mario (1966). Glossary of Linguistic Terminology. New York: Columbia University Press. Perrine, Laurence (1977). B. Lorenzen, Designschutz im europ. und intern. Recht, Hamburg (2002); zur Illustration s. div. Design-Klassiker (z.B. Fortuny-Pallucco, BKF, Shaker-Möbel, Gilda, Eiermann-Tisch, Gugelot-Bett, Design und Moebel von Vitra, Tolomeo von De Lucchi , Luxo L-1 und div. Leuchten) auf und Sound and Sense, An Introduction to Poetry, Fifth Edition. New York: Harcourt Brace Jovanovich, Inc. The Editors of Inc. Magazine (1988). The Best of Inc. Guide to Marketing and Selling. New York: Prentice Hall Press. Vanden Bergh, Bruce, Keith Adler, and Lauren Oliver (1987). "Linguistic Distinction Among Top Brand Names," Journal of Advertising Research, August/September, 39-44.

Back formation
The creation of a new word that incorrectly pretends to be a derivative. Example: the English word 'edit' has the suffix -'or' omitted, not the other way around

A reinterpretation of a word as an acronym. The invented extension is used to treat an existing name as an acronym in order to construct further levels of meaning into it. Example 1: ICE (Intercity Express, originally Intercity Experimental) Example 2: GSM (Global System for Mobile Communications, originally Groupe Special Mobile, named after the research group involved)

A complete sentence intended to move the consumer to action. Examples: Microsoft Picture It ! (image processing software)

Blending The creation of a new word by combining the first part of a word with the last part of a second word. Although this method is rarely found in German and English vocabulary (example 'smog' from 'smoke' and 'fog'), it is all the more common in name creations. Blending differs from recombinant morphemics in that only a part of the two words (morphemes) is used. Example 1: 'Brunch' (breakfast at lunchtime, first mentioned in 1896) Example 2: 'Motel' (motor hotel, a trademark originally created in 1925)