...Abdul Jalil Omar; Christopher A. Heywood 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...

...Chesta Khanna; Theo J. M. van der Voordt; Philip W. Koppels Purpose – The purpose of this paper is to show how international companies (can) use real estate as a means to reinforce corporate identity and to express brand values in order to evoke a positive image in today's competitive world...

...Alan D. White; Abdul Jalil Omar; Christopher Heywood Purpose The purpose of this paper is to introduce concepts of branding applicable to the corporate real estate management (CREM) service and present early results of a study of branding concepts to address a credibility‐positioning problem...

... with distributed work‐location strategies, increasing their reliance on virtual technologies for collaboration, and re‐thinking the branding of their physical assets and the nature of community in their organisations. All of these changes further indicate the increasingly integrative role of corporate real estate...

... experimentation Branding Competitive edge Collaboration Flexibility Behaviour modelling Communication Journal of Corporate Real Estate Volume 4 Number 2 Moving forward: Beyond cost per square foot the other critical success factors in workplace change projects Alan Drake Received (in revised form): 5th...