Brought to you by Interbrand. Edited by Paola Norambuena.

Welcome to the Brand Glossary.



likelihood of confusion

Trademark term identifying the standard required to prove infringement of a trademark, where consumers will likely be confused or mistaken about the source of a product or service being sold under the mark.


A logotype, or wordmark, is the way a company, product or service name is designed. It typically incorporates a simply graphic treatment, read more:

loyalty program

Loyalty programs are specific initiatives designed to offer an accumulating benefit to consumers who support and frequently use or buy a brand. read more: