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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.