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.

likelihood of confusion

Trademark term identifying the standard required to prove infringement of a trademark, where consumers will likely be confused or mistaken about the source of a product or service being sold under the mark.


A logotype, or wordmark, is the way a company, product or service name is designed. It typically incorporates a simply graphic treatment, read more:

loyalty program

Loyalty programs are specific initiatives designed to offer an accumulating benefit to consumers who support and frequently use or buy a brand. read more: