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.


A name is a word, or set of words, that is used to identify a product, service or company. It is the read more:


Name-Gauge™ is Interbrand’s proprietary methodology for researching and analyzing customer or stakeholder preference for a shortlist of new name or tagline candidates. read more:


The practice of developing brand names for corporations, products and services. Most often, the objective of naming is to develop ownable trademarks read more:

naming system

Is the development of organizing principles and processes for naming an entire portfolio (link to brand architecture) of products and services, ensuring read more:

natural language processing (NLP)

Not to be confused with speech recognition, natural language processing NLP is the ability of a computer program to analyze and derive read more:

neural networks

A computing model that simulates the working of neurons in human and animal brains. Rather than relying on carefully-crafted code as traditional read more:

nomenclature system

The structure set in place to guide name development, focusing on the types of names that should be used for a brand, read more:

non-traditional trademarks

Are brand assets that do not fit the traditional or more expected elements that should be trademarked and protected, such as names, read more: