Real Estate
May 2, 2000
FOCUS ON RETAIL
By Julie Nakashima If you can raise the perceived value of a soft drink or running shoe by slapping a name on it, why not a shopping mall? Some of the nation's biggest shopping center owners are asking that question. Bucking the conventional wisdom that the majority of shoppers don't know or care who owns their local mall, they are developing "branding" strategies - essentially turning the companies themselves into a brand name.
By Julie Nakashima
If you can raise the perceived value of a soft drink or running shoe by slapping a name on it, why not a shopping mall?
Some of the nation's biggest shopping center owners are asking that question. Bucking the conventional wisdom that the majority of shoppers don't know or care who owns their local mall, they are developing "branding" strategies - essentially turning the companies themselves into a brand name. It's an idea that has generated in...
If you can raise the perceived value of a soft drink or running shoe by slapping a name on it, why not a shopping mall?
Some of the nation's biggest shopping center owners are asking that question. Bucking the conventional wisdom that the majority of shoppers don't know or care who owns their local mall, they are developing "branding" strategies - essentially turning the companies themselves into a brand name. It's an idea that has generated in...