Brands are an important influence on our lives. They are central to commercial markets and democratic societies. They represent free choice. They also have a profound impact on our quality of life and the way we see our world. They color our lives. They reflect the values of our societies. Global brands act as ambassadors for nations and capture the spirit of an age. Most importantly, strong brands bestow value far beyond the tangible performance of the products and services themselves. Brands that do this represent an idea worthy of consumer loyalty. Because behind every great brand is a great idea. The more inspiring the idea, the more intense and profound the commitment. And the more the consumer believes in the brand, the more value the brand returns to its owner. Interbrand is dedicated to identifying, building and expressing the right idea for a brand. An idea that both inspires and endures. An idea that delivers measurable business results. Since 1974, Interbrand challenged standard convention of what a brand can be by pioneering new brand solutions that the world wants and needs. Our brand professionals serve clients globally with over 30 offices in over 20 countries. Working in partnership with our clients we combine rigorous strategy and analysis with world-class design and creativity. Our services include brand analytics, brand valuation, strategy, naming and verbal identity, corporate identity, packaging design, retail design, integrated brand communications and digital branding tools. We enable our clients to achieve greater success by helping them to create and manage brand value. Visit www.interbrand.com and www.brandchannel.com for the latest brand thought. Brands are the heart of business. They put a name, face, and personality to a business, product, or service. Yet, brands are not solely the logo, tagline, or advertising - they are the sum of all experiences. Great companies make the brand their central organizing principle to ensure consistent delivery of a differentiated experience. As involved as that is, we have somehow managed to make branding more complex than necessary. A significant part of this complexity is rooted in the language of branding. Brand language is varied, misunderstood, and abused. With this glossary, Interbrand, the leading brand strategy and design consultancy, has set out to demystify, educate, inform, and entertain. Recognizing that branding is increasingly accepted as a vital and valuable management function, Interbrand has produced a companion for business and marketing practitioners, branding professionals, executives, academics, and students. Much more than a glossary, this is an invaluable companion for all those creating and managing brands. The comprehensive list of terms covers each subject in appropriate and manageable detail. It contains illustrations big and small, brand facts, and relevant quotes - all to help communicate the practice of branding. From the outset, the glossary was intended to be more than just a dusty reference book to be left on a shelf. In fact, the branding professionals who contributed to the glossary hope you wear it out by marking up the pages, highlighting key ideas, doodling to inspire a new creation, and scribbling ideas for that next great brand.