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.


CMS

A computer application that allows a brand to create, publish and manage content, generally without demanding a high level of technical expertise read more:

coined names

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

composite names

Created by bringing two words together. In many cases, it’s two complete, real words used to create one. It is not uncommon for read more:

compound names

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

content calendar

A content calendar plans for a brand’s future themes, events, and stories, for every type of content, and every relevant channel, showing read more:

content creation

Content creation is the act of forming original content that can range from articles and whitepapers to infographics, photography and art. It read more:

content curation

Content curation is the discovery, aggregation and presentation of content surrounding a specific topic. Content curation doesn’t include the creation of new read more:

content development

Content development is the implementation stage of a content strategy. Examples of content development includes the creation of website pages, photo gallery read more:

content management platform

A Content Management Platform, also known as A Content Management System (CMS) is a computer application that allow a brand to create, read more:

content marketing

Content marketing is the strategic creation and curation of content that is consistent, valuable, and relevant to various target audience. When done read more:

content production

The implementation stage of a content strategy. Examples of content development includes the creation of website pages, a photo gallery or an read more:

content strategy

The entire experience of discovering, planning, creating, distributing, measuring and managing content. Simply put, content strategy gets the right content to the read more:

copyright

Copyright applies to original “works of authorship” or the way an idea or concept is formed or expressed, including—but not limited to—literary read more:

corporate citizenship

See Corporate Social Responsibility

corporate social responsibility (CSR)

Encompassing an organization’s commitment towards the community and environment in which it operates, corporate social responsibility covers a company’s ethical standards for its interactions with read more:

CPG

This is an acronym for Consumer Packaged Goods, and is used to describe items that are consumed every day by the average read more:

cross-device attribution

Desktop devices still convert at a higher rate than mobile or tablet devices. This is mostly because users start their journey on read more: