Brought to you by Interbrand. Edited by Paola Norambuena.

Welcome to the Brand Glossary.

First published in 2006 by Interbrand, this new edition of the Brand Glossary is an easy-to-use reference tool that helps define and demystify terms used in branding and marketing—a practice that, by its very nature, loves to create terms to give form to new ways and ideas. This expanded edition now also features papers and other helpful resources, alongside the definitions.

And while we hope to define the language of brands, we know nothing can truly be definitive, because language is fluid, organic and shaped by the people that shape the industry. So we invite you to share and challenge these definitions—both in words, and in practice.


A successor of eCommerce, mCommerce means Mobile Commerce and is the buying and selling of goods or services via a mobile device. read more:


When it comes to communication, what you say is just as important as how you say it. Messaging enables a brand to read more:


Man Made Music’s proprietary term, MicroCatalog™ is the approach to creating a set of unique, on-brand music tracks that convey brand attribution and audience read more:

mission statement

A mission statement (or brand mission) is the expression, typically in the form of a statement or short paragraph, of a company’s read more:

music supervision

The strategic curation, selection and placement of music that is on-brand and experience appropriate for media, spaces, call centers or live events. read more:


A name is a word, or set of words, that is used to identify a product, service or company. It is the read more:


Name-Gauge™ is Interbrand’s proprietary methodology for researching and analyzing customer or stakeholder preference for a shortlist of new name or tagline candidates. read more:


The practice of developing brand names for corporations, products and services. Most often, the objective of naming is to develop ownable trademarks read more:

naming system

Is the development of organizing principles and processes for naming an entire portfolio (link to brand architecture) of products and services, ensuring read more:

nomenclature system

The structure set in place to guide name development, focusing on the types of names that should be used for a brand, read more:

non-traditional trademarks

Are brand assets that do not fit the traditional or more expected elements that should be trademarked and protected, such as names, read more:

open source

Open Source software can be freely used, modified, and distributed by anyone. Created by an open community of developers, anyone can contribute. read more:


A patent protects original inventions, a product or process/methodology that provides a new way of doing something, or a new solution. Patents read more:

personality attributes

See Brand Personality


A pre-screen is an initial, cursory check to determine if a proposed trademark (name, tagline, logo) has already been registered or used read more:


Programmatic involves the utilization of algorithmic software for buying and selling digital media. It is a highly efficient method ensuring that the read more:

proprietary cms

A proprietary content management system (CMS) is built by or for the use of a specific company. Unlike open source software, a read more:

Q score

A Q Score, or Q-Rating, is a methodology used in the United States to measure the familiarity and appeal of a brand, read more:

qualitative research

Qualitative research focuses on subjective data that is not easily translated into numbers. It’s a method of gathering information on consumer preferences, read more:

quantitative research

Quantitative research is based on objective data that is collected, can be subjected to statistical analysis, and can be expressed numerically. It read more: