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.


The process by which a trademark loses its ability to function as a differentiating source identifier and becomes the common descriptive term read more:


The use of global positioning system (GPS) or radio frequency identification (RFID) to determine a mobile device’s location. Geofencing is commonly used read more:

global voice

Global voice is how to activate a brand voice across markets so that it adapts to specific language nuances and cultural contexts, read more:

going public

This is an idiomatic term used describe the process of IPO, or Initial Public Offering by a company. See IPO. An IPO, read more:

gTLDs or generic top-level domains

A gTLD or Generic Top-level Domain Name is the suffix visible to internet users at the end of a domain name address–it’s read more: