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 franchise is a legal, contractual relationship between a brand and one or more independent owner/operators, most typically retailers. It is a read more:


The process by which a trademark loses its ability to function as a differentiating source identifier and becomes the common descriptive term read more:


The use of global positioning system (GPS) or radio frequency identification (RFID) to determine a mobile device’s location. Geofencing is commonly used read more:

global voice

Global voice is how to activate a brand voice across markets so that it adapts to specific language nuances and cultural contexts, read more:

going public

This is an idiomatic term used describe the process of IPO, or Initial Public Offering by a company. See IPO. An IPO, read more:

gTLDs or generic top-level domains

A gTLD or Generic Top-level Domain Name is the suffix visible to internet users at the end of a domain name address–it’s read more:


Simply stated, this stands for the order of things–which ones lead and which ones follow. When it comes to branding, this term read more:


An infographic is an image, or a graphic visual presentation of information or data. Its purpose is to ensure that an idea read more:

intellectual property

Also referred to as IP, Intellectual Property covers any inventions, literary and artistic works, symbols, names, images, and designs used in commerce. read more:

internal brand engagement

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


An IPO, or initial public offering, which is also often referred to as “going public,” is the first sale of a company’s read more:


Jargon is the use of complicated, made up (coined), or abbreviated terms (such as acronyms) in place of commonly used everyday words. read more:

jumble display

A mixture of products or brands from different companies placed on a single display, such as a clearance table. It’s this practice read more:

key buying influences

Many factors influence a consumer’s decision to buy a product. There are external factors, such as community or belonging to a group, read more:

key performance indicator

A key performance indicator (KPI) is a metric designed to measure the success of a product, program, process or initiative. They are read more:

key performance measures

These are a focused set of metrics that drive specific management functions. In branding, these metrics may include volume and value of read more:

knowledge management

This is the process of capturing, organizing, analyzing, interpreting, and disseminating information and knowledge possessed by individuals within an organization, to the read more:

likelihood of confusion

Trademark term identifying the standard required to prove infringement of a trademark, where consumers will likely be confused or mistaken about the source of a product or service being sold under the mark.


A logotype, or wordmark, is the way a company, product or service name is designed. It typically incorporates a simply graphic treatment, read more:

loyalty program

Loyalty programs are specific initiatives designed to offer an accumulating benefit to consumers who support and frequently use or buy a brand. read more: