Defining a corporate real estate management’s (CREM) brand
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/approac...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
Emerald Group Publishing Limited
2014
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| Subjects: | |
| Online Access: | http://www.emeraldinsight.com/10.1108/JCRE-10-2013-0031 http://www.emeraldinsight.com/10.1108/JCRE-10-2013-0031 http://eprints.uthm.edu.my/6250/1/abdul_jalil_omar_U.pdf |
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| Summary: | 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. |
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