Branding experts say it is an ingenious way of securing customer loyalty. Persuading people to use the terminology of a company create a sense of belonging and loyalty to a brand.
Companies like Starbucks have a particular language to describe their coffee - half-caf, black, no-whip. Sizes are tall, grande, venti, and trenta
Whenever a company gets consumers to refer to their product using branded terminology instead of a generic description, they are drawing them into their own community.
Many companies use this technique. Starbucks has not only a branded vocabulary but also a system for teaching it. The company has trained its baristas to reply to customers in Starbuck lingo.
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