SCPT lacked branding in the past as the real estate industry was seen as a commodity business focused on tangible property, not customers. SCPT did not know its customer segments or their needs. There was no unified corporate branding strategy due to separate investment and consumer service divisions. To brand successfully, SCPT should follow Keller's four steps model: identify who they are, differentiate themselves from competitors, communicate their brand clearly, and make the brand relevant to customers. This will allow SCPT to build customer-based brand equity.