中

Brand building glossary

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affecting various business KPIs.

See other terms

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

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

Is your brand working for you?

1. 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

2. 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

How IPO brand types build IPO value

3. Branding the IPO moment

How IPO brand types build IPO value

A strong IPO brand type does more than look good. It builds trust, sets you apart from competitors and amplifies visibility. Discover how branding can hel...

3-minute read

Latest news

A quick check helps leaders identify brand misalignment

20 July 2026

A quick check helps leaders identify brand misalignment

New website supports business outreach for consultancy JANAS Asia

14 May 2026

New website supports business outreach for consultancy JANAS Asia

17 April 2026

Sustainability report clarifies the past and anticipates the future

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