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Corporate branding

Corporate branding. Rianne Appel Dave Havermans Anneke van Kempen. with the help of CRE. Contents. Introduction: What is branding? Corporate branding: What is corporate branding? Influence CRE: -Direct influence CRE on corporate brand -Indirect influence CRE through behaviour

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Corporate branding

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  1. Corporate branding Rianne Appel Dave Havermans Anneke van Kempen with the help of CRE

  2. 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: Interviews Results • Conclusions & recommendations / name of department

  3. Introduction Corporate branding Marketing and sales • 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 / name of department

  4. 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 / name of department

  5. Corporate branding CRE indirect Corporate branding model (Adapted from Melewar & Karaosmanoglu, 2006) direct / name of department

  6. Influence CRE location building • 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 / name of department

  7. Influence CRE location building • 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 / name of department

  8. 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) / name of department

  9. Fieldwork • Interviews service providers: • Multinationals (4) • Architects (6) • Real estate brokers (6) • Lawyers (4) / name of department

  10. Surprise! 2 most important aspects Important for all

  11. Surprise! only architects Still important for some = unique strategy?

  12. 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 companies or • Is uniformity undesired? / name of department

  13. Conclusions & recommendations • Further research • Howto design the relevant CRE aspects • Customers’ image of CRE • Actual influence of CRE vs influence other resources • Direct vs indirect influence / name of department

  14. Questions ? / name of department

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