The term is not the feeling though it is made to represent the feeling.
Why is a quality or feeling named? The naming is done with a view (i) to convey or communicate the quality to others and (ii) to pin down or to evaluate the quality. In pinning down the new quality, the quality is recognised and evaluated in terms of the old frame of references based on memory. As the feeling itself is in the present and therefore new, whereas the references into which it is fitted by naming it relate to the past,the new is interpreted and modified in terms of the old, thus strengthening memory, i.e. the 'me'. The quality or feeling is thus absorbed into the 'me' and is given continuance in time as memory.
Without memory, there cannot be evaluation. The frame of references is the result of evaluation which is based on memory; so, it is the old. The feeling, when it arises, is new and in the present; when that feeling is termed, it is translated or modified so as to fit it into the old framework of references, memory, thus strengthening memory. So, in giving a term to the feeling, the 'me' is strengthened; and the person concerned feels stronger psychologically; when he says "this is my property", he feels already more powerful.
Group Discussion 13th December, 1947