Eres : Digital Library : Works

Paper eres2005_172:
The Success of Branding Activities in Real Estate Development

id eres2005_172
authors Feldmann, Philipp
year 2005
title The Success of Branding Activities in Real Estate Development
source Book of Abstracts: 2005 European Real Estate Society conference in association with the International Real Estate Society
summary As real estate markets for commercial spaces get saturated and demand regresses, the competition between products offered increases significantly due to increased vacancies, new project developments and falling rents. As a result, a variety of marketing tools are applied in order to promote the individual project development and support the leasing process. The goal is the generation of a brand that acts as a carrier of implicit and explicit information on the consumer's perception and as a consequence differentiates the individual building from its competition and sometimes even attains a higher rent. But the essential question, whether these branding strategies prove to be efficient is often neglected. This paper examines the success factors of a brand and the potential of real estate branding strategies. By executing a user oriented analysis, the perception especially of the end-user is observed and strategies that improve the success of real estate branding is explored. It is shown, how a comprehensive view of the branding strategy can improve the marketing activities and lead to desired success. References to actual real estate developments support the description of key findings.
series ERES:conference
type normal paper
discussion No discussions. Post discussion ...
ratings
session Session F7
last changed 2008/11/01 09:47
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