Susan Freeman
Estates Gazette (EGI)
11 October 2014

All aboard the brandwagon

Advertising guru Sir John Hegarty said it best: “A brand is the most valuable real estate in the world, a corner of the consumer’s mind.”

Early followers of the Hegarty philosophy, such as Harry Handelsman’s Manhattan Loft Corporation and Tom Bloxham’s Manchester-based Urban Splash, realised the value of a defined brand and leapt onto the “brandwagon” in the early 1990s, marketing an aspirational lifestyle to the public. But they were pretty much alone in the real estate sector, which has come undeniably late to the party.

Technically an intangible asset, a brand can be the most valuable thing on a company’s balance sheet.

In product marketing, a clear brand has long been key to a successful business, and it is increasingly important for real estate: buildings and locations such as the Shard, London Bridge Quarter, King’s Cross and Covent Garden now use their brands to promote their schemes.

But what is a brand in real estate terms?

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