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.

E "Eigennamen" Name of a natural or fictitious person, often the original inventor of an offering. Example 1: 'Goodyear' (tire manufacturer named after inventor Charles Goodyear, who invented rubber vulcanization) Example 2: 'Dunlop' (tire manufacturer named after physician and inventor of the balloon tire, John Boyd Dunlop). Engram The neural switch that contradicts the usual, which is responsible for certain names triggering higher memorability in the listener's memory. Such memorable names cause specific engrams. Example: monster.com (Internet job platform) Borrowings The adaptation of a word of one language into the use of another. For example, the Japanese word 'tsunami' is transported into German and English. Borrowings usually follow the logic of the origin, the respective competence or the spirit of the time (for example, often use of French names for culinary, English for electronics). Examples 1: 'Cordon Bleu' (breaded cutlet filled with cheese and ham) Examples 2: 'Walkman' (portable music player) Eponym Ein Name, der von einer Person abgeleitet ist, ungeachtet dessen, ob es sich dabei um eine fiktive, mysteriöse oder legendäre Persönlichkeit handelt. Beispiele: 'Barbie', 'Betty Bossi'

"Erfundene Buchstabierung" The practice of non-standard spelling to achieve a desired effect or to protect a non-protectable word modified as a name. This practice is very common, especially in English. Example: 'Cingular' (am. telecom provider), modified spelling of 'singular'. Euphemisms A euphemistic substitute for a term deemed offensive or inappropriate. Examples: 'refreshing fleece' instead of 'toilet paper', 'housekeeper' instead of 'cleaning lady'. Euphony A soft, full tone without meaning that is phonetically positive. Example: 'Aramis' (fictional character in Rene d'Herblay novella 'The Three Musketeers'; later also perfume brand).