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.
Market Segmentation, is the process of subdividing a large, homogenous market into easily and clearly identifiable and measurable consumer segments. These segments read more:
To build key capabilities within an organization’s marketing function(s), so that the marketing team can contribute to the delivery of tangible business read more:
A successor of eCommerce, mCommerce means Mobile Commerce and is the buying and selling of goods or services via a mobile device. read more:
When it comes to communication, what you say is just as important as how you say it. Messaging enables a brand to read more:
Man Made Music’s proprietary term, MicroCatalog™ is the approach to creating a set of unique, on-brand music tracks that convey brand attribution and audience read more:
A mission statement (or brand mission) is the expression, typically in the form of a statement or short paragraph, of a company’s read more: