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.


An infographic is an image, or a graphic visual presentation of information or data. Its purpose is to ensure that an idea read more:

intellectual property

Also referred to as IP, Intellectual Property covers any inventions, literary and artistic works, symbols, names, images, and designs used in commerce. read more:

internal brand engagement

Great brands are built from within–and it starts with an organization’s people and culture. And Internal Brand Engagement, or also known as read more:


An IPO, or initial public offering, which is also often referred to as “going public,” is the first sale of a company’s read more: