Corporate real estate management's credibility‐positioning status: Preliminary investigation of a branding model in practice
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.
Keywords
Citation
Jalil Omar, A. and Heywood, C. (2010), "Corporate real estate management's credibility‐positioning status: Preliminary investigation of a branding model in practice", Journal of Corporate Real Estate, Vol. 12 No. 3, pp. 185-195. https://doi.org/10.1108/14630011011074786
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited