Building a cohesive global brand for multi-product real estate platform.
Prudential Real Estate Investors (PREI) is one of the largest property owners in the world, with more than $62 billion in assets in 19 cities in the Americas, Europe and Asia. Following rapid growth and expansion into new asset categories, the company needed a consistent brand across geographies and products. At the same time, PREI needed to find a strategy for creating a distinct brand of its own while leveraging the reputation of its parent, Prudential Insurance.
While the parent company is known for its financial strength and stability, as exemplified by its famous Rock of Gibraltar logo, PREI is regarded as an innovator in real estate investing, with many “firsts” to its credit. Research showed that clients valued the candor and transparency with which PREI handled communications in the years following the financial crisis. The new brand leverages the equity in the Prudential brand while emphasizing the ingenuity of PREI. The brand underscores that innovation does not occur in a vacuum; it arises from the deep bonds with clients, cemented through frank communications, which enable PREI to create breakthrough solutions that meet evolving client needs.
From the outset, it was clear that the new brand would only succeed if all PREI employees understood, supported and lived it. To this end, the brand was launched to employees through a global town hall followed by a series of brand immersion workshops with senior executives and local activities designed to convert all employees into PREI brand ambassadors. Everyone at PREI now has a clear sense of what sets PREI apart from competitors and are communicating this with clarity and enthusiasm to investors everywhere.