Spring 2000, Vol 25, No 1

Abstract: Shopping center branding is one of the hottest topics in commercial real estate today. Almost every retail real estate company is engaged in some type of branding effort. They are attempting to link their names with a set of values that appeal to consumers in an effort to develop loyalty to their centers and establish themselves in the mind of the customer as the purveyor of THE mall or power center experience. Used correctly, branding is a powerful and effective tool, but there are numerous factors involved and the real issue is whether it makes a difference to the customer.