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

Marketing communications that involve traditional or mass media methods—such as television, radio, print and out-of-home media—in which results can be measured. The read more:

abstract names

A term used to name a product, service or company that is not related to the industry in which it functions or in any read more:

addictive consumption

The physiological or psychological dependence on specific products or services, most often referring to drugs, alcohol, gambling and tobacco. The vast majority of consumerism, however, read more:

adoption

The decision to buy or use a product, service or platform. A consumer considers and weighs information available to them and makes read more:

affinity marketing

A form of loyalty development or customer relationship management designed to cement the emotional bond between consumers and brands, by targeting large groups of read more:

alphanumeric names

Names that contain both numbers and letters. Alphanumeric names are particularly common when naming versions of a product, because they can signal hierarchy of read more:

attribution modeling

A system to evaluate how various channels perform and determine how much credit to allocate to each channel that led to a transaction along read more:

below-the-line communications

Marketing communications that do not involve the purchase of traditional mass media as well as activities in which a brand can more selectively target read more:

brand

A living business asset, designed to enhance the connection between a business and customer or consumer. A brand is the way in which people read more:

brand ambassadors

Employees who represent and passionately promote the brand but are not directly tied to the brand, marketing or communications functions. Ideally every employee in 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 brand read more:

brand champions

Employees who represent and passionately promote the brand but are not directly tied to the brand, marketing or communications functions. Ideally every employee in read more:

brand engagement

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

brand influencers

Employees who represent and passionately promote the brand but are not directly tied to the brand, marketing or communications functions. Ideally every employee in read more:

brand manager

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

brand mission

A statement or short paragraph expressing a company’s core purpose or reason for being. The brand mission provide direction for the entire organization read more:

brand navigation sounds

Man Made Music’s proprietary approach to user experience sounds. Brand Navigation Sounds®  are typically 2-3 seconds in length and used in digital 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 of read more:

brand playback

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

brand portfolio management

Outlining and managing the role of each brand relative to others within a portfolio, with the aim of optimizing the value of the read more: