中

Brand building glossary

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

See other terms

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

Suggest a term

Explore more terms

Browse the glossary by first letter to find related branding, marketing and business language.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Family office branding: where privacy meets perception

1. What should a family make public?

Family office branding: where privacy meets perception

For family offices, privacy matters. But a professionally-designed brand identity and website can build trust with the right people while keeping sensitiv...

3-minute read

Is your brand working for you?

2. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

3. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

Latest news

Illustration of two hands holding digital devices with the text FAKE NEWS and RUMOURS displayed in big red letters

9 September 2026

Article explores family office branding and privacy

1 September 2026

Supporting the growth of a luxury travel business

28 August 2026

Fashion/personal care brand Bodiwealth launches with a growth platform

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email