中

Brand building glossary

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

See other terms

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

market share

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

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

How to get major projects done in Asia

22 October 2026

How to get major projects done in Asia

13 October 2026

Medical school 140th anniversary celebrated with distinctive visual design

15 September 2026

UOB Kay Hian aligns brand strategy, identity and digital experience

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