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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.

Name Recognition
The ability of a name used commercially over and over again to evoke a strong response or image in the consumer's brain. Examples: 'Microsoft', 'Coca Cola', 'Gucci'.

Name architecture
Organizes the existing names of a company and provides rules according to which future products must be named. Example criterion 1: how should the name relate to other offers and company names? Example criterion 2: should names be subdivided among themselves into name groups, which are connected in terms of content?

A recently introduced and freely created word. Examples: Internet, spam, rip-off, email Ein erst kürzlich eingeführtes und frei geschaffenes Wort. Beispiele: Internet, Spam, Abzocker, E-Mail, App, Server

The meaningful connection between members of a semantic field. Example: 'kitten', 'tomcat', 'whiskas', 'Garfield', 'mice'.

Noa word
A taboo-free word in all languages to be considered. It can be used without restrictions to justify a commercial name (opposite of a taboo word) and is therefore protectable.

Name Creation Specialists. A handful of companies specializing in the creation of commercial names.

A naming system in a commercial or other context used to identify individual components and indicate how the names relate to each other. Product families often use nomenclature. Examples: 'i-' suffix for certain Apple product lines; 'Si-' suffix for most Siemens products