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Defining a corporate real estate management’s (CREM) brand

Omar, Abdul Jalil and Heywood, Christopher A. (2014) Defining a corporate real estate management’s (CREM) brand. Journal of Corporate Real Estate, 16 (1). pp. 60-76. ISSN 1463-001X


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Purpose – This paper aims to explore how branding theory can be used to understand corporate real estate management’s (CREM’s) relationships with its customers. Specifically, the perspectives of CREM executives and customers are used to develop a statement of a CREM brand. Design/methodology/approach – A multiple case study approach from four industry sections that consist of telecommunications, logistic, retail, and education from an emerging real estate market (Malaysia) and a mature real estate market (Australia). CREM executives and CREM customers from each case were interviewed to obtain information on CREM within organisations. Findings – The findings indicate that CREM supports the business by managing organisations’ strategic real estate resources as its brand. CREM executives focus more on the technicality of real estate functions, while CREM customers expect corporate real estate (CRE) to support their business functions. Research limitations/implications – A CREM brand is important to CREM relationship building with the targeted customers. Successful brand development is able to increase CREM visibility to customers and at the same time gain appreciation of its contributions to the organisations. Originality/value – This is the first study that investigates CREM from a branding perspective. The mechanism for communicating CREM contributions using branding helps to increase acceptance from the customers.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Technology Management and Business > Department of Real Estate Management
Depositing User: Normajihan Abd. Rahman
Date Deposited: 25 Jan 2015 08:49
Last Modified: 25 Jan 2015 08:49
URI: http://eprints.uthm.edu.my/id/eprint/6250
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