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Synonyms
con·cept (kŏńsĕpt́)

[Late Latin conceptus, from Latin past participle of concipere, to conceive; see conceive.]

noun 

  1. A general idea derived or inferred from specific instances or occurrences.
  2. Something formed in the mind; a thought or notion. See synonyms at idea
  3. A scheme; a plan: “began searching for an agency to handle a new restaurant concept” (ADWEEK)