Branding a shopping centercan be an important element of success. As the retail marketcontinues to focus on experience, creating a brand and brandcharacteristics can create value for stakeholders and attract newconsumers. It is a way to stand out in an increasingly competitiveretail market.

"A brand is much more than just a logo. The branding process isintentional and can be broken down into a few phases; strategy andpositioning, placemaking, design, and execution," MattDean, creative director at Beta, tellsGlobeSt.com. "Each one of these components is a necessary elementin creating a project that has a thoughtful and consistentbrand."

Shopping center branding will follow a similar strategy ascorporate and personal brands. The goal is always the same. "Abrand is a person's emotional feeling toward a place, product, orservice," says Dean. "For shopping center branding, this is thecore principle that the attributes of a center all come together tocreate the projects brand. Attributes may include visual design andbranding, verbal branding, on-site amenities and placemakinginitiatives, the retailers at the center and a series of additionalbrand touchpoints."

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Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on GlobeSt.com and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.