The Success of Branding Activities in Real Estate Development

Philipp Feldmann

ERES from European Real Estate Society (ERES)

Abstract: 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.

JEL-codes: R3 (search for similar items in EconPapers)
Date: 2005-01-01
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Persistent link: https://EconPapers.repec.org/RePEc:arz:wpaper:eres2005_172

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