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.

above-the-line communications

This term refers to marketing communications that involve the purchase of traditional media, or the use of mass media methods, such as read more:

abstract names

An abstract name is when a term or word used to name a product, service or company that is not related in read more:

addictive consumption

This is the physiological and/or psychological dependence on specific products or services. Consumers have been know to be addicted to every possible read more:


This is the decision by a consumer to buy a product, or use a service or platform. A consumer considers and weighs read more:

alphanumeric names

Are names that contain a series of both numbers and letters. Although Alphanumeric names can appear anywhere, they are particularly common when read more:

attribution modeling

Attribution modeling is a system that a brand may employ to evaluate how various channels perform, and how much credit to provide read more:

below-the-line communications

Communications that don’t involve the purchase of traditional mass media. Also covers activities where the brand can more selectively target a particular audience. read more:

brand ambassadors

These are people within an organization that represent and passionately promote the brand, but are not directly tied to the brand, marketing read more:

brand architecture

How a company defines the relationship among its brands to help people understand what the company offers, and how to choose the read more:

brand champions

See Brand Ambassadors or Brand Influencers

brand influencers

These are people within an organization that represent and passionately promote the brand, but are not directly tied to the brand, marketing read more:

brand manager

An individual responsible for the performance for a product or service brand, or portfolio of brands. Depending on the organization in which read more:

brand personality

The attribution of human characteristics or personality traits to a brand as a way to achieve differentiation. These traits inform a number read more:

brand playback

Brand Playback is Interbrand’s proprietary approach to social listening through the lens of brand. Using social and web-based behavioral data, such as read more:

brand positioning

The distinctive position that a brand adopts in the marketplace to ensure differentiation. It’s the unique experience that helps an organization’s key read more:

brand voice

Is, most fundamentally, the writing and communication style of a brand. Brand Voice is how a brand speaks or communicates, and not read more:

cms (content management system)

A CMS is a Content Management System, a computer application that allows a brand to create, publish and manage content, generally without read more:

coined names

Are names that use a word that does not exist in any major language, and are, as such, completely invented. In some read more:

composite names

Composite names are when a word is creating by bringing two words together. In many cases, it’s two complete, real words use read more:

compound names

See Composite Names