Brand value in real estate: The financial contribution of property brands

Abstract

In most industries the significant contribution of brands to the value of consumer businesses has been recognized for years, decades or even centuries. In real estate business, however, the value of branding has been explored only recently. A few studies dealing with real estate brands focus on corporate brands of companies or organisations operating in the real estate industry. They do not, however, deal with brands of single real estate properties. We see this as one major gap in brand research in the real estate business. A second gap in our opinion is the lack of research related to the financial value of brands in this industry. It is our intention to shed light on these two ‘black spots’ and to start developing an industry perspective based on primary and secondary research as well as to further develop preliminary hypotheses for future research.