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.

machine learning

The capability of a computer program to “learn” by assessing its own performance and changing how it reacts to similar situations in read more:

machine vision

The ability of a computer to analyze and derive meaning from visual stimuli, such as pictures and video, as well as other read more:

market segmentation

Market Segmentation, is the process of subdividing a large, homogenous market into easily and clearly identifiable and measurable consumer segments. These segments read more:

marketing capabilities

The operating models, skills, tools, processes and shared language that every brand and marketing function needs to efficiently and effectively build and read more:


A successor of eCommerce, mCommerce means Mobile Commerce and is the buying and selling of goods or services via a mobile device. read more:


When it comes to communication, what you say is just as important as how you say it. Messaging enables a brand to read more:


Man Made Music’s proprietary term, MicroCatalog™ is the approach to creating a set of unique, on-brand music tracks that convey brand attribution and audience read more:

mission statement

A mission statement (or brand mission) is the expression, typically in the form of a statement or short paragraph, of a company’s read more:

music supervision

The strategic curation, selection and placement of music that is on-brand and experience appropriate for media, spaces, call centers or live events. read more: