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.


key buying influences

Many factors influence a consumer’s decision to buy a product. There are external factors, such as community or belonging to a group, read more:

key performance indicator

A key performance indicator (KPI) is a metric designed to measure the success of a product, program, process or initiative. They are read more:

key performance measures

These are a focused set of metrics that drive specific management functions. In branding, these metrics may include volume and value of read more:

knowledge management

This is the process of capturing, organizing, analyzing, interpreting, and disseminating information and knowledge possessed by individuals within an organization, to the read more: