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 patent protects original inventions, a product or process/methodology that provides a new way of doing something, or a new solution. Patents read more:

personality attributes

See Brand Personality


A pre-screen is an initial, cursory check to determine if a proposed trademark (name, tagline, logo) has already been registered or used read more:


Programmatic involves the utilization of algorithmic software for buying and selling digital media. It is a highly efficient method ensuring that the read more:

proprietary cms

A proprietary content management system (CMS) is built by or for the use of a specific company. Unlike open source software, a read more: