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.

real word names

Often the most desired of naming approaches, real word naming covers the gamut of constructs–used for descriptive names, suggestive or evocative names, read more:

role of brand

Role of Brand is an integral part of Interbrand’s Brand Valuation methodology. Its analysis is critical to understanding purchase behavior, assessing the brand’s influence on read more: