Corporate branding with the help of CRE Rianne Appel Dave 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:Interviews Results Conclusions & recommendations / name of department PAGE

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 / name of department PAGE 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 / name of department PAGE

Corporate branding / name of department PAGE Corporate branding model ( Adapted from Melewar & Karaosmanoglu, 2006 ) 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 / name of department PAGE 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 / name of department PAGE 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) / name of department PAGE

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

Scores per CRE aspect (1 is low and 5 is high) MultinationalArchBrokerLaw Ave. St. dev Location Location typology 34554,34,24,74,30,80 Reputation location 44443,544,33,90,64 Landscaping ,71,72,91,12 Facilities in the neighborhood ,72,61,22 Visibility 14431,24,743,51,31 Accessibility by car, bicycle or public transportation 54544,24,74,34,40,49 Building Façade 25454,23,33,73,81,10 Recognizability 24454,23,84,341,07 Quality finishings 24454,53,74,34,10,83 Main entrance 33454,3444,10,72 Architectural style 23424,733,73,61,09 Horizontal zones 42253,73,22,33,21,10 Vertical zones 42243,331,72,81,10 Accessibility 54443,23,74 0,86 Thermic comfort ,7 3,40,87 Lighting 44443,23,843,70,92 Security entrance building 44432,7243,41,21 Restaurant facilities 32232,81,82,72,41,27 Visibility of sustainability 54432,52,222,61,31

Scores per CRE aspect (1 is low and 5 is high) MultinationalArchBrokerLaw Ave. St. dev Location Location typology 34554,34,24,74,30,80 Reputation location 44443,544,33,90,64 Landscaping ,71,72,91,12 Facilities in the neighborhood ,72,61,22 Visibility 14431,24,743,51,31 Accessibility by car, bicycle or public transportation 54544,24,74,34,40,49 Building Façade 25454,23,33,73,81,10 Recognizability 24454,23,84,341,07 Quality finishings 24454,53,74,34,10,83 Main entrance 33454,3444,10,72 Architectural style 23424,733,73,61,09 Horizontal zones 42253,73,22,33,21,10 Vertical zones 42243,331,72,81,10 Accessibility 54443,23,74 0,86 Thermic comfort ,7 3,40,87 Lighting 44443,23,843,70,92 Security entrance building 44432,7243,41,21 Restaurant facilities 32232,81,82,72,41,27 Visibility of sustainability 54432,52,222,61,31 PAGE Important for all Surprise! 2 most important aspects

Scores per CRE aspect (1 is low and 5 is high) MultinationalArchBrokerLaw Ave. St. dev Location Location typology 34554,34,24,74,30,80 Reputation location 44443,544,33,90,64 Landscaping ,71,72,91,12 Facilities in the neighborhood ,72,61,22 Visibility 14431,24,743,51,31 Accessibility by car, bicycle or public transportation 54544,24,74,34,40,49 Building Façade 25454,23,33,73,81,10 Recognizability 24454,23,84,341,07 Quality finishings 24454,53,74,34,10,83 Main entrance 33454,3444,10,72 Architectural style 23424,733,73,61,09 Horizontal zones 42253,73,22,33,21,10 Vertical zones 42243,331,72,81,10 Accessibility 54443,23,74 0,86 Thermic comfort ,7 3,40,87 Lighting 44443,23,843,70,92 Security entrance building 44432,7243,41,21 Restaurant facilities 32232,81,82,72,41,27 Visibility of sustainability 54432,52,222,61,31 PAGE 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 companies or Is uniformity undesired? / name of department PAGE

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 / name of department PAGE

Questions ? / name of department PAGE