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.


employee engagement

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

evocative names

See Suggestive Names Resources: 10 Most Common Naming Mistakes See also: Descriptive Names, Suggestive Names, Abstract Names, Coined Names, Composite Names, Real read more: