Abstract
PurposeThe purpose of this paper is to introduce concepts of branding applicable to the corporate real estate management (CREM) service and present early results of a study of branding concepts to address a credibility‐positioning problem in CREM.Design/methodology/approachThe paper presents case studies of CREM in Australia and Malaysia analysed from the branding perspective.FindingsIt is found that the CREM credibility‐positioning problem inside organisations depends not only on the technical performance of CREM service, but also involves the relationship between CREM and its customers.Research limitations/implicationsThese are the early results of a study limited to a few case studies selected from four industry sectors in two different countries. Further findings might explain cross‐cultural perceptions for CREM's credibility‐positioning in emerging and mature real estate markets.Practical implicationsThe research clearly identified the application of branding elements in CREM's relationship with customers. The findings of this paper are useful to CREM executives in increasing their credibility in their organisations.Originality/valueThe paper introduces branding theory as being useful and important in CREM practice.
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