Patient Self Testing Monitor Name Research

CheckPoint Modifier Brand Name Global Market Research Results

1

Sample: Final Name Market Research Patient Self Testing Monitor

SAM

PLE

SAN

ITZE

D R

EPO

RT

2

Table of Contents

Global Market Research 3

Final Rankings... 35

Appendix ....114 (Linguistic Analysis: Terms Defined)

SAM

PLE

SAN

ITZE

D R

EPO

RT

CheckPoint Modifier Name: Global Market Research

3

Market Research Validation: Overview

4

Our team interviewed 180 individuals to understand how the CheckPoint brand extension name candidates would be received. All interviewees were intimately familiar with the device market and the key market players. Interviewees were presented with the name candidates individually and were questioned about initial thoughts and feelings for each name candidate.

Viant Stylus SureTrac Neo Solix Contaq Veo Vantus Sigma Opus Eon Altra Assure

Names Tested:

SAM

PLE

SAN

ITZE

D R

EPO

RT

Market Research Name Validation US JAPAC EU5 EUO

(Other) LATAM OVERALL

Cardiologist 10 5 10 5 5 35

Internist 10 5 10 5 5 35

Nurses 15 5 15 5 5 45

Patients 15 5 10 5 5 40

Pharmacists 5 5 5 5 5 25

TOTAL 55 25 50 25 25 180

Market Research: Respondent Global Segmentation

EU5

EU5 refers to Germany, Netherlands, United Kingdom, Spain and Denmark.

5

1

US

LATAM

25 25

JAPAC

Europe

Geographical Breakdown Total Number of Respondents: 180 !

6

55 50 25

Market Research: Respondent Global Segmentation

Occupational Break Down

7

Linguistic Analysis Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix Scriptability 84 86 96 91 87 82 87 77 84 92 80 84 86 Aural Comprehensibility 89 87 92 87 86 81 92 83 84 91 90 88 80 Visual Aesthetics 94 90 90 84 92 93 85 92 92 88 85 86 91 Syllabic Balance 89 84 96 89 90 86 89 84 90 90 91 82 91 Phonetic Viability 91 79 89 88 89 84 90 90 90 91 89 79 87 Evocative Semantics 96 89 97 87 89 97 86 94 96 88 78 80 96 Durability & Longevity 97 83 90 84 83 88 91 85 89 82 83 89 92 Ease of Pronunciation 87 90 95 90 90 83 89 78 80 92 88 88 88 Gender Properties 93 86 90 86 89 87 85 85 88 86 84 85 90 Phonemic Simplicity 89 86 95 90 93 79 81 82 89 92 87 86 87 Quantitative Score/100 909 860 930 876 888 860 875 850 882 892 855 847 888

Linguistic ScoreCard Analysis - Final Name Candidates

8

Brand Acumens Proto-Linguistic Analysis ReLAA, Brand Acumens Relational Linguistics Algorithmic Analysis program serves as a predictive FMEA tool for naming. Borrowing elements of forensic phonetic science, this tool allows us to model 217 languages and over 5900 dialects for each name candidate. .

Includes ReLAA

Forthcoming change in DMEPA naming guidance (2016-2017) will most likely include regionalism and dialectical language analysis requirements

Internal Brand Acumen Analysis

Ranking Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

1st 17 20 12 11 12 12 9 10 26 19 11 12 9

2nd 19 16 14 17 10 11 4 8 20 19 15 11 16

3rd 16 18 17 18 26 8 13 15 11 10 9 8 11

Ranking:

Please rank your top three name candidates:

9

Global Field Market Research Study

Ranking:

10

High Score Low Score

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Ranking:

11

Low Score High Score

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Ranking:

12


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Fit To Concept Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 7.7 8.1 8.3 7.4 7.8 6.9 6.2 6.4 7.5 8.3 7.4 7.8 6.2

Fit To Concept:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does the name fit the concept?

13

Fit To Concept:

14


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Self Testing Monitor Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 8.5 7.9 8.2 7.2 5.7 6.4 5.9 6.8 7 8.4 7.9 8.6 6.8

Self Testing Monitor:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name candidate define itself as a self-testing monitor?

15

Self Testing Monitor:

16


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Accuracy and Precision Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 9.1 8.4 8 6.8 7.1 8.4 5.9 7.7 8.4 7.7 9.1 8.5 6.3

Accuracy and Precision:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name connote accuracy and precision?

17

Accuracy and Precision:

18


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Freedom To Test On Your Terms Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 7.6 8.8 8.6 8.3 7.3 8.5 5.7 7.1 8 7.9 6.9 7.6 6.6

Freedom To Test On Your Own Terms:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name suggests that the monitor empowers the patient the freedom to test on their own terms?

19

Freedom To Test On Your Own Terms:

20


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Ease of Pronunciation Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 7.2 9.2 9.4 9.2 8.4 7.1 8.5 6.5 6.9 9.5 8.9 9.4 7.7

Ease Of Pronunciation:

With a score of 10 being the best (easiest) and 1 being the worst (lowest score) how easy is the name to pronounce?

21

Ease Of Pronunciation:

22


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Ease of Use Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 8 8.9 8.2 8.8 6.7 7.5 6.6 7.3 7.9 8.2 9 9.1 6.5

Ease Of Use:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name connote easy to use?

23

Ease Of Use:

24


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Connected Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 6.8 7.1 8.9 6.8 7.5 8.4 5.7 9.2 8.6 8.9 8.2 7 5.8

Connected:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name infer that this monitor offers Bluetooth connectivity?

25

Connected:

26


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State of the Art Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 8.8 7.3 9.2 8.2 8.5 8.4 6.8 6.9 8.5 9 7.3 7.8 8.6

State of the Art:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name associate itself with state of the art?

27

State of the Art:

28


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Speed Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 6.8 7.2 8.5 6.7 7.5 8.6 5.8 7.9 7.6 8 7.4 7.6 6.3

Speed:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name candidate suggest that it provides results quickly and effectively?

29

Speed:

30


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Confidence Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 8.8 7.4 7.8 8.6 7.1 8.6 6.5 7.3 8.6 8.6 9.1 8.8 7.5

Confidence:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name candidate give you the confidence in its capabilities?

31

Confidence:

32


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CheckPoint Alignment Viant Stylus Veo Opus Eon Altra Sigma Contaq Vantus Neo SureTrac Assure Solix

Average 1-10 scoring 8.8 9.4 9.5 8.6 7.1 7.5 7.2 8.1 6.3 8.8 7.7 8.3 7.6

CheckPoint Alignment:

With a score of 10 being the best (highest score) and 1 being the worst (lowest score) how well does this name candidate look and sound when placed after the CheckPoint name?

33

CheckPoint Alignment:

34


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Final Rankings

35

3

36

Veo

2

A play on the other selected name candidate Neo, this name also suggests newness and creativity, however the letter V signals effectiveness, precision and accuracy while maintaining the energy of neo with a distinctive three letter morpheme. This neologism also scores well for recognition and recall.

Veo

Scriptability Syllabic Balance

96Veo

37

Scriptability

Aural Comprehensibility

Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Gender Properties

Phonemic Simplicity

Quantitative Score

96

92

90

96

89

97

90

95

90

95

930

96

Short word that can be scripted without

a lift of the pen, other than the accent

mark, but the end of the scripted o

leaves applicant in an upward position to

prepare for this.

Orthographically unbalanced, but evenly

balanced in sound quality of the two

syllables.

3

38

Veo

Movement Propulsion Sounds like an aeronautical term Forward Distant Heavenly body To place before To pass through Newness Cool word, has a very Technological feel to it En route Directional In relation to some reference Point View

Veo

Qualitative Messaging

Associations + C

onnotations

External Market Research When you think of this name, what associations and connotations come to mind?

Global Field M

arket Research Study

39

Total Possible Score = 1000

Linguistic Analysis Veo

Scriptability 96

Aural Comprehensibility 92

Visual Aesthetics 90

Syllabic Balance 96

Phonetic Viability 89

Evocative Semantics 97

Durability & Longevity 90

Ease of Pronunciation 95

Gender Properties 90

Phonemic Simplicity 95

TOTAL 860

Veo

Internal Analysis: Global Linguistics

AccuBrand Scoring 0-100 scale with 0 being the lowest score and 100 the highest score

40 Veo

Veo


Global Field M


41 Veo

Veo


Global Field M


3

42

Viant

2

This neologism connotes strength and leadership borrowing from embedded messaging of viability, vitality and giant. Reliability and superior performance attributes can be leveraged in the positioning and the names alignment with CheckPoint or as a stand alone brand is strong.

Viant


Evocative Semantics

96Viant

43

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

84

89

93

89

91

96

97

87

93

89

908

97

Unique in the category, but strong asso-

ciations align with similar attributes in the

patient setting, increasing durability.

Strong association to viable, providing

strength and leadership. The idea of

being in good hands..

3

44

Viant Viable Viability Vitality Transferable Ease of movement A giant? Sounds more like an ophthalmic product Inevitable Sustainable Trustworthy Full of life Practical Achievement Applicable to the description Within reach Necessary Reliable Accuracy Precise

Via

nt


Associations + C

onnotations


Global Field M


45


Linguistic Analysis Viant

Scriptability 84



Syllabic Balance 89







TOTAL 908

Via

nt



46 Via

nt

Viant

Low Score

Global Field M


47 Via

nt

Viant

Global Field M


3

48

Neo

2

Three letter, short quick morpheme connotes newness, fresh and a next generation offering. Neo is a prefix for the Greek word young and has been associated with innovation, creativity and design.

Neo

Scriptability Phonemic Simplicity

92Neo

49

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

92

91

88

90

91

88

82

92

86

92

892

92

Short and easily scriptable; quick break

between the N and the e adds

marginal difficulty.

All phonemic parts flow seamlessly into

each other, and word break does not

affect.

3

50

Neo Modern New In Vogue The latest offering of something Just came out Mint condition Up and coming Expensive Next generation Futuristic Contemporary Current Up to date

Neo


Associations + C

onnotations


Global Field M


51


Linguistic Analysis Neo

Scriptability 92



Syllabic Balance 90







TOTAL 892

Neo



52 Neo

Neo


Global Field M


53 Neo

Neo


Global Field M


3

54

Eon

2

This current usage word has connotations of futuristic, longevity and innovation. The three letters score well for brand recognition and interestingly, this word uses the same three letters as another preferred name candidate tested, Neo. The longevity connotation can play well in the postioning strategy suggesting that the device can help a patient extend life with careful monitoring.

Eon

Phonemic Simplicity

Visual Aesthetics

92Eon

55

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

87

86

92

90

89

89

83

90

89

93

888

93

All phonemic parts flow seamlessly into

each other, and word break does not

affect.

Attention grabbing because of its

three letters and how that scores well

with brand recognition.

3

56

Eon Forever Star Years on end Generational Very long time Supernatural being Geological time element A cycle of things A defined period of time Everlasting Longevity Without stopping For evermore Continuous Ad infinitum On and on For the ages Era

Eon


Associations + C

onnotations


Global Field M


57


Linguistic Analysis Eon

Scriptability 87



Syllabic Balance 90







TOTAL 888

Eon



58 Eon

Eon


Global Field M


59 Eon

Eon


Global Field M


3

60

Solix

2

This created name borrows from the association of solar, or sun. The sun carries strong associations of being at the center, the core, being central to the universe. The X at the end connotes efficacy, newness and efficiency. The X also creates an aura of a next generation meter, one which possesses the latest innovation and technological advances available.

Solix

Evocative Semantics


92Solix

61

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

86

80

91

91

87

96

92

88

90

87

888

96

Themes of centered, efficacy, next

generation, very powerful

associations.

Name that triples as common usage,

personality brand, and neologism.

Speaks to the future of transformational

technology.

3

62

Solix Solar Zodiac Brilliant Atomic power Sun Planetary Shooting star Central First Original word Documenting Stellar Astronomical Circuits An air conditioner? At the center of things Solar helix? Solo or singular

Solix


Associations + C

onnotations


Global Field M


63


Linguistic Analysis Solix

Scriptability 86



Syllabic Balance 91







TOTAL 888

Solix



64 Solix

Solix


Global Field M


65 Solix

Solix


Global Field M


3

66

Vantus

2

This neologism has strong associations with the words advantage, superiority, utility and usefulness. The letter V works particularly well with associations of calibration, accuracy and precision, yet still portrays a future innovation. The us suffix is distinctive and unique, while the etymology reference suggests Greek mythology.

Vantus

Evocative Semantics

Visual Aesthetics

92Vantus

67

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

84

84

92

90

90

96

89

80

88

89

882

96

Strong association to advantage,

providing "superiority and usefelness.

The letter V portrays a future

innovaiton.

The capital V, is strong in the first

letter position and great level balance by

the t .

3

68

Vantus Vantage Superior Unequaled Hard to understand the meaning here Advantage Nice sounding word Benefit On the edge Practical yet advanced Good judgment Inwards Villain in a book Valuable Fresh sound Ultimate advantage, may work well in this Context In front A strong point Sounds like a medical device

Vant

us


Associations + C

onnotations


Global Field M


69


Linguistic Analysis Vantus

Scriptability 84



Syllabic Balance 90







TOTAL 882

Vant

us



70 Vant

us

Vantus


Global Field M


71 Vant

us

Vantus

Low Score High Score Low Score

Global Field M


3

72

Opus

2

Suggestive of a classical musical composition, this word alludes to bringing the meter and the patient together in harmony. Playing from more of an emotional value, this word also suggests a union, romance and passion. The vowel, consonant, vowel, consonant structure of this real word offers high visual aesthetics and recall attributes.

Opus

Scriptability Durability & Longevity

90Opus

73

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

91

87

84

89

88

87

84

90

86

90

876

96

Short word that can be scripted without

a lift of the pen.Unique in the category, but strong asso-

ciations align with similar attributes in the

meter and patient relationship. Increasing

durability.

3

74

Opus Classical music piece Chopin An elegant looking device Beauty Poetry Fluid sound An arrangement Work of genius Spontaneous Music Output Operatic Nice sounding name which is short and Memorable Works well for the monitor A study of something Monitoring Musical composition Type of publication Short story Work of art Literature Creativity

Opu

s Qualitative Messaging

Associations + C

onnotations


Global Field M


75


Linguistic Analysis Opus

Scriptability 91



Syllabic Balance 89







TOTAL 876

Opu

s Internal Analysis: Global Linguistics


76 Opu

s Opus


Global Field M


77 Opu

s Opus


Global Field M


3

78

Sigma

2

This word, the eighteenth letter of the Greek alphabet has strong associations with physics and math lending well to implied associations with precision, calibration and reliability. With a more scientific undertone than some of the other names tested, the word offers a historical etymological inference which bodes well for a measuring device (meter).

Sigma


Phonetic Viability

90Sigma

79

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

87

92

85

89

90

86

91

89

85

81

875

91

Strong associations with a historical

etymological inference which

connotes strong foundation with a

measuring device. Surprisingly unique

in direct space.

Intuitive to spell based on pronunciation

(with slight chance of interpreting i as

e) and poses little conflict as how to

pronounce based on orthography.

3

80

Sigma Greek alphabet Greek letter Formation of units of things Gamma Geology Delta Fraternity Six Sigma To send a signal Signifier

Sigm

a Qualitative Messaging

Associations + C

onnotations


Global Field M


81


Linguistic Analysis Sigma

Scriptability 87



Syllabic Balance 89







TOTAL 875

Sigm

a Internal Analysis: Global Linguistics


82 Sigm

a Sigma


Global Field M


83 Sigm

a Sigma


Global Field M


3

84

Altra

2

This created name (neologism) points to altitude, peak, performance, at the head of its class. The name has strong alliteration qualities, which is not always common with neologisms as the morphemes and phonemes are recognizable, yet unique.

Altra

Evocative Semantics

Visual Aesthetics

93Altra

85

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

82

81

93

86

84

97

88

83

87

79

860

97

Themes of peak and performance;

very powerful associations with

being superior.

Short and clever word; great level

balance.

3

86

Altra Peak Altitude Nissan A measurement device The maximum Pinnacle Performance Peak Height Ultimate Innermost point Altruistic Good association here even though it is not a real word Alta Cosmetics Stature An instrument Medical related device Creativity

Altr

a Qualitative Messaging

Associations + C

onnotations


Global Field M


87


Linguistic Analysis Altra

Scriptability 82



Syllabic Balance 86







TOTAL 860

Altr

a Internal Analysis: Global Linguistics


88 Altr

a Altra


Global Field M


89 Altr

a Altra


Global Field M


3

90

Stylus

2

This real word suggests two versions of the definition. For some, it conjures up images of a turntable stylus made of a diamond head. For others, a stylus pen which may be used on a tablet computer. Both create a mental picture which strongly aids memory, recognition and recall. In addition, one thinks of precision, exactness, reliability and clarity. Of course, style is also found in this word, which can be utilized to underscore the ergonomic, functional design of the meter.

Stylus

Visual Aesthetics


90Stylus

91

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

86

87

90

84

79

89

83

90

86

86

860

90

Beautiful and attention-grabbing

because of its precision and clarity.Very easy to articulate across most

languages, especially Romance

languages, though it is a neologism.

3

92

Stylus Speed, quickness A measurement tool Style Great name to suggest tracking Fashionable Phono needle Expressive Refined Custom Pleasing sound Very relevant to the device Specialized Precise A technique or approach to something Engraving tool A system of order To design or make something Appearance

Styl

us


Associations + C

onnotations


Global Field M


93


Linguistic Analysis Stylus

Scriptability 86



Syllabic Balance 84







TOTAL 860

Styl

us



94 Styl

us

Stylus


Global Field M


95 Styl

us

Stylus


Global Field M


3

96

SureTrac

2

This hybrid neologism is highly telegraphic in its functional messaging. Acting as a narrative to the action of the meter, the name is easy to say and well balanced with two four letter word parts. The juncture between the two words flows smoothly lending to excellent alliteration and balance.

SureTrac

Syllabic Balance


90

This name is easy to say and well

balanced with two four letter word parts.

The two words flow smoothly.

SureTrac 97

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

80

90

85

91

89

78

83

88

84

87

855

91

The juncture between the two words flow

smoothly and well balanced between the

two words.

3

98

SureTrac Tracking device Confidence Authentic Mathematical precision Inside track Degree of accuracy Minuteness of details Precise Fact filled Too obvious Correctness Monitoring

Sure

Trac


Associations + C

onnotations


Global Field M


99


Linguistic Analysis SureTrac

Scriptability 80



Syllabic Balance 91







TOTAL 855

Sure

Trac



100 Su

reTr

ac

SureTrac


Global Field M


101 Su

reTr

ac

SureTrac


Global Field M


3

102

Contaq

2

A current usage word with a distinctive spelling, this word addresses the connectivity function and also infers the contact between the patient and the meter. Other associations include communication, friendship, joining and knowledge.

Contaq

Evocative Semantics

Visual Aesthetics

92Contaq

103

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

77

83

92

84

90

94

85

78

85

82

850

94

Themes of connectivity and joining;

which infer the contact between

patient and meter.

Attention-grabbing because of its

distinct spelling.

3

104

Contaq Connected In contact with Communication I do not like the q in the spelling In touch Simple and easy to say To join Corresponding with Conform to Playful spelling Physical contact Go get in touch

Con

taq


Associations + C

onnotations


Global Field M


105


Linguistic Analysis Contaq

Scriptability 77



Syllabic Balance 84







TOTAL 850

Con

taq



106 C

onta

q Contaq


Global Field M


107 C

onta

q Contaq


Global Field M


3

108

Assure

2

This current usage word has associations with confidence, reassurance, confidence and reliability. Also embedded is the word sure which has a calming effect. The word may encounter some pronunciation issues with eastern languages.

Assure



88Assure

109

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics



Gender Properties

Phonemic Simplicity

Quantitative Score

84

88

86

82

79

80

89

88

85

86

847

89

A name that triples as common usage,

personality brand, and neologism.

This will be easily familiar and

recognizable, though there may be

pronunciation issues with eastern

languages.

3

110

Assure Confidence Guaranteed To confirm Dispel doubt To conform to something All knowing Comforting Lead to believe Set at rest To be sure Stand behind Certification Insure

Ass

ure


Associations + C

onnotations


Global Field M


111


Linguistic Analysis Assure

Scriptability 84



Syllabic Balance 82







TOTAL 847

Ass

ure



112 A

ssur

e Assure


Global Field M


113 A

ssur

e Assure


Global Field M


Appendix Linguistic Analysis: Terms Defined

114

T erms Defined

Scriptability

Syllabic Balance

Aural Comp.

Phonetic Viability

Visual Aesthetics

Refers to how the name appears when it is written and anydifficulties encountered in the scripting process.

Refers to overall lexical balance, with regard to syllable structure (Perfect balance is CVC-CVC.)

Aural Comprehensibility:Refers to how easy it is to understand the word when you hear it pronounced.

How intuitive is pronunciation based on orthography?

Refers to quality of thematic undertones.

How does the word look? Is it visually appealing? Does it offer potential for interesting logo design?

Evocative Semantics

Ease of Pronunci-

ation


Rating of relative articulatory comfort.

Does the word possess distinctive qualities that will ensure strength in the future?

Phonemic Simplicity

How fluid are the phonemic transitions? (i.e. no adjacent harsh sounds at phonemic. joints)

Gender Properties

This category measures the feminine or masculine qualities of the word, relative to a neutral baseline.

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Linguistic Analysis:

120

T erms Defined

Morphological Complexity

A measure of the number of distinct morpheme types in a given word or utterance. Within Linguistics, this is a highly contested measure: How do we process morphologically complex words? Two proposed processes are as follows: Using parsing routines to identify constituents and calculate meaning. Using memories for words to access stored records of lexical meaning.

Regarding metrics for measuring the complexity of morphological, numerical, and alphabetical strings: Information theory offers a notion of this complexity in asking the following: Intuitively, which of (1) and (2) is more complex?

(1) 10101010101010101010(2) 11011111000101011010

In comparing these strings, much can be extrapolated to morphological and linguistic structure as well. For instance, if two words contain the same characters/letters, but in differing orders and at levels of differing morphological complexity, parsing may be constrained, dependent on pattern recognition and other related properties.

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Linguistic Analysis:

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Syntax refers to the structure of a sentence or utterance. It follows that a syntactic construction that has no bound forms among its immediate constituents; any phrase or sentence.

Syntactic Construc-

tion

Inflectional Category

An Inflectional Phrase (IP) is a functional phrase which has inflectional properties (such as tense and agreement). An Inflectional phrase is essentially the same as a sentence, but reflects an analysis whereby a sentence can be treated as having a head, complement and specifier, like other kinds of phrases.

Linguistic Analysis: T erms Defined

Appendix

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Glossary of Linguistic Nomenclature

Phoneme Morpheme Grapheme

The smallest distinctive unit of sound in the structure of a given lan-

guage.

The smallest grammatical unit (of

meaning) in the structure of a given

language.

The smallest semantically distinguishing unit in a written language, analogous to the

phonemes of spoken languages.

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Glossary of Linguistic NomenclatureGlyph

Affix

Ascender

Prefix

Descender

Infix

Ligature

Suffix

A specific shape that represents a grapheme, in a specific typeface.

An additional element placed at the beginning or end of a root, stem, or word, or in the body of a word, to modify its

meaning.

In typography, the upward vertical stem on

some lowercase letters, such as h and b, that

extends above the baseline height.

An affix which is placed before the stem of a word (also called a

preformative).

In typography, the por- tion of some lowercase letters, such as g andy, that extends or de-

scends below the baseline.

An affix inserted inside a word stem

(an existing word).

Occurs where two or more graphemes or

letters are joined as a single glyph.

An affix which is placed after the stem of a word (also sometimes called

a postfix).

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Phonology

Dialect

A particular form of a language that is

peculiar to a specific region or social group.

Coda

The consonant(s) occur- ring after the vowel in a

syllable.

The description of the systems and patterns of speech sounds that

occur in a language, and how they govern pro-

nunciation.

Idiolect

A variety of language that is unique to a person, as manifested by the patterns of vocabulary, grammar,

and pronunciation that he/she uses.

Orthography

A standardized system for using a particular

writing system (script) to write a particular lan-

guage.

ConsonantCluster

A group of consonants which have no interven-

ing vowel.

Lexicon

Essentially a catalogue of a given languages words (its wordstock).

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Alliteration RhymeLexicalStress

The repetition of a particular sound in the prominent lifts (or

stressed syllables) of a series of words or phrases (used here to refer to intra-lexical, or within-

word, application).

Element of a word or syllable that has or ends with a sound that corre- sponds to another (used

here to refer to intra-lexical application).

The stress placed on a given syllable in a word

(also known as word stress).

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121


T ense NumberA category that locates a

situation in time, to indicate when the situation takes

place.Tense is the

grammaticalization of time reference.

Agreement based on grammatical number can occur between verb and subject, as in

the case of grammatical person.

Person

The grammatical distinction between context-dependent references to

participant(s) in an event; typically the distinction is between the speaker,

the addressee, and others.

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Mood Gender

A grammatical (and specifically,

morphological) feature of verbs, used

to signal modality. That is, it is the use of verbal

inflections that allow speakers to express theirattitude toward what they

are saying.

In languages in which grammatical gender plays a significant role, there is often

agreement in genderbetween a noun and its

modifiers.

In languages that have a system of cases, there is often agreement by case between a noun and its

modifiers. Case agreement is not a significant feature of

English?Example languages which employ case agreement widely: German, Greek,

Russian.

Voice Case

In grammar, the voice (also called diathesis) of a verb describes the

relationship between the action (or state) that the verb expresses and the participants identified

by its arguments (subject, object, etc.).

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Phoneme Morpheme Grapheme

The smallest distinctive unit of sound in the structure of a given lan-

guage.

The smallest grammatical unit (of meaning) in the structure of a

given language.

(Note: A morpheme may or may not stand alone, whereas a word

must.)

The smallest semantically distinguishing unit in a written language, analogous to

the phonemes of spoken languages.

(Note: A grapheme may or may not carry meaning by itself, and may or may not

correspond to a single phoneme. Graphemes include alphabetic letters, typo- graphic ligatures, numerical digits, punctuation marks, and other individual symbols of any of the worlds writing

systems.)

Appendix

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