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 the purchase of traditional media, or the use of mass media methods, such as television, radio, print and 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:

affinity marketing

This is a form of loyalty development or customer relationship management designed to cement the emotional bond between consumers and brands, by 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:


A brand is a living business asset, designed to enhance the connection between a business and customer or consumer. It is the 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 navigation sounds

Brand Navigation Sounds® is Man Made Music’s proprietary approach to user experience sounds. 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 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

In today’s noisy marketplace, Brand Voice makes certain a brand is clearly heard, quickly recognized and easily remembered, by providing a distinct read more:


Buzz, or buzz marketing, is a term that refers to a viral marketing technique. It’s when consumers interact with a product or read more: