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.


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:

brand positioning

The distinctive position a brand adopts in the marketplace to ensure differentiation—often as a statement that describes the competitive, relevant and differentiating place read more:

brand promise

A brand promise outlines the reciprocal relationship between the brand and its audience–it communicates the benefits and experiences the audience should expect read more:

brand proposition

The most inspiring and compelling information an organization can convey about its brand to its audience. The brand proposition is strong, concise, authentic and meaningful to read more:

brand purpose

A brand purpose is the expression of an organization or company’s role in the world, and how that connects to its business read more:

brand statement

The most inspiring and compelling information an organization can convey about its brand to its audience. The brand statement is strong, concise, authentic and meaningful to read more:

brand strength

An integral part of Interbrand’s brand valuation methodology, brand strength is a detailed assessment designed to decide if the brand’s forecast earnings will be read more:

brand valuation

A strategic tool that brings together market, brand, competitor and financial data into a single, value-based framework within which the performance of the read more: