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Property brand management - applying causal analysis to develop a strategic management tool for office property brands

URN to cite this document:
Pfrang, Dominique C.

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Date of publication of this fulltext: 08 Jan 2016 08:14

Abstract (English)

In contrast to the developments in other industries and despite encouraging best practices, decision makers in the real estate industry have been reluctant to make investments to establish strong property brands. There is a high level of uncertainty regarding brands’ influence on the economic performance of properties and a persistent lack of research on how to achieve a valued positioning. This ...


Translation of the abstract (German)

Im Gegensatz zu den Entwicklungen in anderen Industrien zögern Entscheidungsträger in der Immobilienwirtschaft häufig, in die Etablierung starker Immobilienmarken zu investieren. Gründe hierfür sind insbesondere ein hoher Grad an Unsicherheit hinsichtlich des Einflusses von Marken auf die ökonomische Performance von Immobilien und ein Mangel an Forschungsbeiträgen, welche die notwendigen Schritte ...


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