Definition of abstract brand name

Our definition of abstract brand name: A brand name with no apparent connection to the underlying brand.

Also known as

• Empty vessel name
• Arbitrary name
• Fanciful name

Often contrasted with

• Descriptive brand name: A brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).
• Suggestive brand name: A brand name that evokes a quality of the underlying brand.

Other definitions of abstract brand name from around the web

“Invented words with no dictionary or other known meaning … [or] actual words with a known meaning that have no association/relationship with the goods protected.” – Basic Facts About Trademarks, U.S. Patent and Trademark Office (definitions for “fanciful names” and “arbitrary names,” respectively)

“Names that bear no semantic connection to the brands in question.” – Creating the Perfect Name, Catchword (definition for “empty vessel names”)

“Names that mean nothing and/or say nothing about the offering.” – The Naming Group (definition for “empty vessel names”)

“Have no connection to the product or service. They may be unrelated words like Apple or Caterpillar, or invented words like Verizon and Kodak.” – Sticky Branding (definition for “empty vessel names”)

“A term used to name a product, service or company that is not related to the industry in which it functions or in any way describes the offering.” – Brandchannel (no longer online)

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