1. Business term for a unique or particular image identifying a product and differentiating it from its competitors. Over time, this unique image becomes associated with a level of credibility, quality, and satisfaction in a consumer's mind.

2. A mental impression of someone/ something's total personality, including qualities and shortcomings (real or imaginary).

3. Term coined by Sir Thomas More in 1516 for an ideally perfect place, especially in its social, political, and moral aspects.

4. A simplified, standardized opinion or image of something/ someone, held in common by members of a group.

5. A social system in which the state takes primary responsibility for the economic and social well-being of its citizens.

6. Doing well, being wealthy and/ or successful.

7. A kind of settlement of differences in which each party involved makes concessions to find something midway between two or more different things.

8. The state, policy or position of not being allied with or committed to any particular side in a dispute, conflict or war.

9. Of characteristic or typical features used to help distinguish a person or thing from something else.

10. A sentimental longing for things, persons or situations of the past.