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.

machine learning

The capability of a computer program to “learn” by assessing its own performance and changing how it reacts to similar situations in read more:

machine vision

The ability of a computer to analyze and derive meaning from visual stimuli, such as pictures and video, as well as other read more:

market segmentation

Market Segmentation, is the process of subdividing a large, homogenous market into easily and clearly identifiable and measurable consumer segments. These segments read more:

marketing capabilities

The operating models, skills, tools, processes and shared language that every brand and marketing function needs to efficiently and effectively build and read more:


A successor of eCommerce, mCommerce means Mobile Commerce and is the buying and selling of goods or services via a mobile device. read more:


When it comes to communication, what you say is just as important as how you say it. Messaging enables a brand to read more:


Man Made Music’s proprietary term, MicroCatalog™ is the approach to creating a set of unique, on-brand music tracks that convey brand attribution and audience read more:

mission statement

A mission statement (or brand mission) is the expression, typically in the form of a statement or short paragraph, of a company’s read more:

music supervision

The strategic curation, selection and placement of music that is on-brand and experience appropriate for media, spaces, call centers or live events. read more:


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:

open source

Open Source software can be freely used, modified, and distributed by anyone. Created by an open community of developers, anyone can contribute. read more:


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