Most people think of branding as something which is important when marketing packaged goods. It is certainly important to famous companies and, therefore, it is not surprising that the top companies include those in the financial, telecommunications and retailing sectors.
An article in the most recent Report on Business Magazine shows that four real estate companies rank amongst the Canadian Top 100 in terms of brand value:
- Brookfield Asset Management (#17, top in the real estate category at $2.4b)
- Ivanhoe Cambridge (#40)
- Cadillac Fairview (#55)
- Oxford Properties (#95)
It makes sense since real estate is something which lasts for a long time and a valuable brand can produce benefits for a long time. It is also interesting to note that, despite their size and the size of the real estate sector, only one of these companies is publicly traded.
(The 13 retailing companies with valuable brands are also a kind of real estate company since the floor space taken by large retailers help to improve and broaden the brand recognition which they covet.)