Case Scpt

brand management Assignment 1 Security Capital Pacific institutionalize: A Case for Branding March 31, 2009 Dr. Berk Ataman Erasmus University Rotterdam CASE: Security captical Pacific trust 1. The lack of mark in SCPT? There are some(prenominal) reasons that explain the traditional lack of branding in the legitimate dry land industry. One of the more or less important reasons is that the real estate industry has been seen as a commodity business for hundreds of old age; the main focus was on the property and so the crop was considered as a tangible aspect only non about the customer. E.g. SCPT did not even know who its customers were (Fournier & Thorp, 2001). There was approximately no information on their depict customer segments, the key drivers of customer choice, preference and satisfaction. Also, branding is seen as a internal process, what assumes extra attention to branding is not necessary. Besides, because competitors neither focus on branding, and organizations tend to imitate each other (Levitt & March, 1988), branding seems less important. Hence, real estate businesses can be seen as financial organizations, in which it is difficult to come up with a look and a feeling. These are essential to position a brand and to create a trusted brand propose in the consumers mind.

Moreover, this look and feeling are needed to create a clear brand identity and train in the employees mind. By mainly focusing on the tangible aspect itself, the unique selling points (USPs) can be communicated clearly, plot the emotional selling points (ESPs) are often forgotten. For the introduction of a branding strategy, these ESPs are most important (De Pelsmacker et al., 2004). With the addition of emotional aspects, the consumer will doctor a certain feeling or emotion towards the brand and its products, while with the use of USPs only, this goal of setting a certain brand image will be almost unsurmountable to reach. Shortly, the focus on the functional benefits and the tangible aspects of a... If you want to get a full essay, order it on our website: Ordercustompaper.com

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