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Brand building glossary

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

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brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

employer branding

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

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