Glossary 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     Remark: The above names are used for illustrative purposes only. Most of these examples are copyrighted trademarks of their respective companies. Quellen: 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 http://www.archetypen.ch und http://www.archetypen.at). 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.

D Denotation The intrinsic, literal meaning of a word, excluding all shadings and overtones. While various connotations of 'journey' were listed above, the denotation is 'to go from one place to another'. Deskriptor A word that actually describes the product to be identified. It is usually used in conjunction with an imaginative, accidental, or suggestive name. Example: 'Ricola cough drops' (where 'Ricola' is the artificial name and 'cough drop' is the descriptor). Diminutive Any suffix indicating littleness, youth, familiarity, or affectation (in German usually by the suffix -lein, -i, -le, -erl, -l, -ei). Discursive audibility The probability that a given name will stand out in the flow of normal speech. It thus functions phonetically-structurally differently from common words in a language. Examples: 'Yahoo!', 'ROCR' (Motorola cell phone model). Dissonance A harsh or incongruous combination of tones. Many Central Europeans perceive Slavic languages as dissonant, stemming from the unfamiliar tones of consonant combinations. Example 1: 'Krk' (Croatian island) Example 2: 'Kremlin' (originally for citadel as center of ancient Russian cities; today for political center of Russia). Doublet A pair of words that share a common origin, but which have both acquired different shades of meaning over time.