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.


Fintech is a hybrid term that means Financial Technology. In 2015, the buzzword became increasingly popular when financial services startups began releasing read more:

flanker brand

Is when a new brand introduced into the market by a company that already has an established brand in the same product read more:


This is an acronym for Fast Moving Consumer Goods, and is used to describe frequently purchased consumer items, such as foods, apparel, read more:


A franchise is a legal, contractual relationship between a brand and one or more independent owner/operators, most typically retailers. It is a read more: