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.


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 reflects the company’s fundamental raison d’être –  its reason to exist beyond making money. It is the expression of an organization or company’s role 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:

brand value

The dollar premium resulting from customers’ commitment to a brand and their willingness to pay extra for it as compared to a generic read more:

brand values

A set of beliefs or attributes that represent the code by which an organization lives and operates–its strengths and how it positively impacts people, what it stands for, read more:

brand vision

The expression of an organization’s future aspirations and where all the initiatives and work it undertakes will eventually lead it. The brand read more:

brand voice

A distinct way of speaking and communicating to make certain a brand is clearly heard, quickly recognized and easily remembered in today’s read more:

buzz

A viral marketing technique. Buzz is when consumers interact with a product or service, resulting in amplifying the conversation around it, and often changes read more:

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: