I recently came across a wonderful resource: “Talk the talk: naming terms from A to Z” from catchword, which provides services for all aspects of brand name development.
Understanding how the words that make up client’s brand names and slogans work together and create something that is more than just a series of letters and words is an important part of being trademark counsel. These concepts come up frequent in our work: responding to an Office Action from the USPTO, assessing a potential claim of infringement, submitting a brief to the Trademark Trial and Appeal Board, and more.
Here are just a few of the great finds in catchword glossary:
Alliteration The repetition of the same consonant sounds or of different vowel sounds at the beginning of words or in stressed syllables. Examples are Dreyer’s Dreamery or MCI’s Friends and Family calling circle program.
Consonance The repetition of a consonant sound. Cracker Jack is the exemplar of consonance in advertising.
Eponym A name derived from a person, without regard to whether he or she is fictitious, mysterious, or legendary. Aunt Jemima, Betty Crocker, Michael Jordan, and Barbie are eponymous trade names.
Interrogatory Sentence A complete question designed to involve the consumer with the product. Where In The World Is Carmen Sandiego? educational software is an example of this approach.
Invented Spelling The practice of using non-standard spelling to achieve a desired effect or to otherwise distinguish a name. Cingular is an intentionally altered spelling of singular.
Toponym A name derived from a place or geographic feature. Some examples of toponyms are Shasta soft drinks, the Chevy Tahoe sports utility vehicle, and Farallon Timbuktu remote control software.
Good brand names and slogans often use these and other sophisticated tools to make them more unique, more special and more communicative to customers.