Corporate real estate mirrors brand: a conceptual framework and practical applications

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.<br/>Design/methodology/approach – The paper relies on a review of literature, seven case studies including...

CRE Mirrors Brand

Corporate real estate Mirrors corporate brand- Translation of corporate brand into real estate strategies in order to strengthen corporate Identity.