Corporate real estate management's credibility-positioning status: Preliminary investigation of a branding model in practice

Omar, Abdul Jalil and Heywood, Christopher (2010) Corporate real estate management's credibility-positioning status: Preliminary investigation of a branding model in practice. Journal of Corporate Real Estate, 12 (3). pp. 185-195. ISSN 1463-001X

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Official URL: http://dx.doi.org/10.1108/14630011011074786

Abstract

Purpose – The 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/approach – The paper presents case studies of CREM in Australia and Malaysia analysed from the branding perspective. Findings – It 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/implications – These 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 implications – The 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/value – The paper introduces branding theory as being useful and important in CREM practice.

Item Type:Article
Uncontrolled Keywords:Australia; branding; Malaysia; property management; real estate
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD101-1396 Land use
Divisions:Faculty of Technology Management, Business and Entrepreneurship > Department of Construction and Property Management
ID Code:3262
Deposited By:En. Shahrul Md Rizal Shamshuri
Deposited On:08 Nov 2012 15:52
Last Modified:08 Nov 2012 15:52

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