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.

content curation

Content curation is the discovery, aggregation and presentation of content surrounding a specific topic. Content curation doesn’t include the creation of new read more:

content development

Content development is the implementation stage of a content strategy. Examples of content development includes the creation of website pages, photo gallery read more:

content management platform

A Content Management Platform, also known as A Content Management System (CMS) is a computer application that allow a brand to create, read more:

content marketing

Content marketing is the strategic creation and curation of content that is consistent, valuable, and relevant to various target audience. When done read more:

content production

The implementation stage of a content strategy. Examples of content development includes the creation of website pages, a photo gallery or an read more:

content strategy

The entire experience of discovering, planning, creating, distributing, measuring and managing content. Simply put, content strategy gets the right content to the read more:


Copyright applies to original “works of authorship” or the way an idea or concept is formed or expressed, including—but not limited to—literary read more:

corporate citizenship

See Corporate Social Responsibility

corporate social responsibility (CSR)

Encompassing an organization’s commitment towards the community and environment in which it operates, corporate social responsibility covers a company’s ethical standards for its interactions with read more:


This is an acronym for Consumer Packaged Goods, and is used to describe items that are consumed every day by the average read more:

cross-device attribution

Desktop devices still convert at a higher rate than mobile or tablet devices. This is mostly because users start their journey on read more:

descriptive names

Uses the most evident words or terms needed to describe a product, service or brand. Descriptive names often use terms that are read more:

digital agent

A computer program that assumes a specific, targeted role, using natural language processing and possibly speech recognition to create a human-like interface. Agents read more:

digital marketing strategy

A digital marketing strategy creates a roadmap inclusive of several elements, including: social media, email marketing, digital advertising, SEO, content marketing, ecommerce, read more:

domain name

A unique name that serves as an address on the internet for locating and/or accessing a brand’s website or web page. A read more:

employee engagement

Great brands are built from within–and it starts with an organization’s people and culture. And Employee Engagement, or also known as Brand Engagement, is the read more:

evocative names

See Suggestive Names Resources: 10 Most Common Naming Mistakes See also: Descriptive Names, Suggestive Names, Abstract Names, Coined Names, Composite Names, Real read more:


Fintech is a hybrid term that means Financial Technology. In 2015, the buzzword became increasingly popular when financial services startups began releasing read more:

flanker brand

Is when a new brand introduced into the market by a company that already has an established brand in the same product read more:


This is an acronym for Fast Moving Consumer Goods, and is used to describe frequently purchased consumer items, such as foods, apparel, read more: