two words into one...

[janzman]

What is it called when two words are shortened to make one.
eg... POLARISATION & CELLULOID becomes the photographic brand name 'POLAROID'

Not a very good example but it hopefully conveys the point

[padanarm]

It is known as a portmanteau (or contraction).

See Lewis Carroll's Jabberwocky for more creative instances.

[Quizmonster]

Such words are also known as 'blends', for obvious reasons.

[Bert]

I think that when companies deliberately make up brand names in this way (Nescaf�, may be another example - Nestl� + caf�) it is somehow different from the 'natural' formation of a portmanteau word like 'slithy', 'gallumph', or 'chortle' - all three by Lewis Carroll. I'd like to see some more examples of both sorts, please. I've heard of a 'spork', a utensil abit like a spoon, but with short forl-like tines at the tip (spoon + fork = spork), but it's not in my dictionary.