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.

above-the-line communications

Marketing communications that involve traditional or mass media methods—such as television, radio, print and out-of-home media—in which results can be measured. The read more:

abstract names

A term used to name a product, service or company that is not related to the industry in which it functions or in any read more:

addictive consumption

The physiological or psychological dependence on specific products or services, most often referring to drugs, alcohol, gambling and tobacco. The vast majority of consumerism, however, read more:


The decision to buy or use a product, service or platform. A consumer considers and weighs information available to them and makes read more:

affinity marketing

A form of loyalty development or customer relationship management designed to cement the emotional bond between consumers and brands, by targeting large groups of read more:


A repeatable set of instructions for performing a task, often in the shape of a mathematical formula or chain of formal logic. read more:

alphanumeric names

Names that contain both numbers and letters. Alphanumeric names are particularly common when naming versions of a product, because they can signal hierarchy of read more:

artificial intelligence (AI)

The ability of a machine or computer program to reason and/or act like a human. Common characteristics that set AI apart from read more:

attribution modeling

A system to evaluate how various channels perform and determine how much credit to allocate to each channel that led to a transaction along read more: