|Syntax and mark-up / Phrases|
Product names, company names, and other special names are identified using the keyword element.
When used inline within the body content, a keyword element identifies names that have a special meaning, such as company names, product names, project names, department names, and categories.
These sort of names are almost always repeated in a suite of documents, so you should endeavour to re-use keyword elements using the conref feature.
The keyword element is not related to the kwd element, which is used in syntax diagrams to identify programming keywords.