Corporate branding with the help of CRE

Rianne AppelDave Havermans

Anneke van Kempen

Contents

• Introduction: What is branding?• Corporate branding: What is corporate branding?• Influence CRE:

-Direct influence CRE on corporate brand-Indirect influence CRE through behaviour

• Fieldwork: InterviewsResults

• Conclusions & recommendations

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Introduction

• Tough competition product differentiation

• Aligning Corporate Real Estate (CRE)• 7 added values (Lindholm and Leväinen, 2006):

• Organizational costs (direct return)• Value of assets (indirect return)• Organizational flexibility (€ saving in times of change)• Marketing and sales • Organizational innovation• Employee satisfaction• Organizational productivity

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Corporate branding

Marketing and sales

Corporate branding

• Origin in product branding• Add value to basic product/service create brand

preference and loyalty• 1990’s marketing mix for product corporate

branding of whole organization• Corporations & employees central role; one

consequent story• Corporate identity converts into corporate brand

• 7 organizational characteristics

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Corporate branding

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Corporate branding model (Adapted from Melewar & Karaosmanoglu, 2006)

Corporate identity

direct

indirect

CRE

Influence CRE

• Direct influence• All visual elements; properties, products, presentations & publications• 3 studies (Bitner, 1992; Hatch & Cunliffe, 2006; Strati, 1999):

− location typology− reputation location− landscaping− façade− recognizability− quality finishings− main entrance− architectural style− floor-plan (zones horizontally and vertically)− accessibility− thermal comfort− lighting

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location

building

Influence CRE

• Indirect influence• Awareness crucial role employees (‘soft’ factors)• Behavior setting theory (Barker, 1968) (‘hard’ factors)• Aesthetics (Vilnay-Yavetz et al, 2005)

− landscaping− facilities in the neighborhood− accessibility by car, bicycle or public transport− quality finishings− architectural style− floor-plan− accessibility− thermal comfort− lighting− restaurant facilities

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location

building

Fieldwork

• All aspects equally important?• Different types of companies?

• 3 extra CRE aspects:• Visibility (need to be seen by customers)• Security entrance building (delicate information)• Visibility of sustainability (high rents/less vacancy)

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Fieldwork

• Interviews service providers:• Multinationals (4)• Architects (6)• Real estate brokers (6)• Lawyers (4)

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Important for all

Surprise! 2 most important aspects

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Still important for some = unique strategy?

Surprise! only architects

Conclusions & recommendations

• CRE not most important, but essential• Not always consciously implemented• Not single list of aspects

• corporate branding model useful to determine strategy• cooperation with marketing and HR managers

• Decision making model through research among many types of companiesor

• Is uniformity undesired?

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Conclusions & recommendations

• Further research• How to design the relevant CRE aspects• Customers’ image of CRE• Actual influence of CRE vs influence other resources• Direct vs indirect influence

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Questions

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