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.

tone of voice

See Brand Voice

trade dress

Refers to the design or configuration of a product, or its packaging, and even the décor or layout of the environment in read more:

trade name

The corporate or legal entity name under which a company operates. In some cases a trade name can be used for corporate read more:

trade secret

A trade secret is undisclosed or confidential information i.e. “tricks of the trade” that companies deliberately keep secret to give them an advantage read more:


Often used as a synonym for “brand,” a trademark is something that helps us identify the goods or services of one particular read more:

trademark infringement

Trademark infringement is the unauthorized use of a trademark by someone other than its owner. Such infringement can cover the use of read more:


Transcreation is the process of creating a name, term, or text in a foreign or alternate languages for an existing name, term, read more:


Transliteration is the process of creating a name or term in a foreign or alternate language for an existing name or term, by read more:


A tech-driven start-up or private company that reaches a $1 billion market value as determined by private or public interest. A unicorn’s value read more:

user-generated content

User-generated content (UGC) refers to any content created by consumers or end-users of a platform or service. This may include video, photos, read more:


Valuation, or Brand Valuation, is a strategic tool that brings together market, brand, competitor, and financial data into a single, value-based framework read more:


Values are the set of beliefs or attributes that represent the code by which an organization lives and operates–its strengths and how it positively read more:

verbal identity

Verbal Identity is a customized communications strategy that guides and defines how a brand tells its story in a consistently compelling way. read more:


Versioning is the development and naming of various releases of the same, or like, products. A versioning naming strategy is particularly helpful when read more:

viral marketing

Viral marketing or viral advertising, is a method of product promotion that relies on consumers marketing an idea, product, or service. It read more:

voice bank

A collection of recommended on-brand voice talent that align with a brand’s sonic strategy.

word of mouth

Word of Mouth or word-of-mouth (WOM) marketing or communication is the passing of information about a brand’s product or service from one read more:


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