Branding Property

This volume addresses and examines how real estate marketing can be approached in order to be successful. The relevant analytical and strategic processes and methods are presented and explained. In this interdisciplinary process, it is vital to develop a clear idea of the future resident of the property that is to be marketed. This knowledge, together with the central architectural theme, serves as a basis for generating the essence, even the soul, of the property’s brand. In addition to the careful documentation of every stage and aspect of ten selected case studies, this publication also contains contributions from industry experts, who examine real estate marketing from various perspectives.