Internal analysis involves defining and evaluating the effectiveness of existing brands. According to Aaker and Prophet Brand Strategy, this is referred to as brand equity. Equity implies assets and liabilities. The second step in the framework is to understand the vision for the brand, or something we call brand identity. A coherent and rational branding statement will define a building's value, quality, functions, end-users, attributes, and its intended image.
Location continues to be one of the biggest factors influencing the tenant market.
Proximity to clients, competitors, airports, and the labor force are key factors for many businesses seeking to construct a branding identity largely influenced by location. If a building can find ways to help tenants balance their work lives and their personal lives, then people are going to like it, appreciate it, and gravitate towards it. Enhancing the amenities and services offered to tenants is a promising means for the creation of brand identity. And it is predicted by Young that older buildings will continue to retrofit and update their properties within a technology base in order to compete with new construction. Concerns about environmentally friendly products and activities have been long on the minds of individuals worldwide, and the move to build and operate according to a green philosophy is rapidly becoming a distinguishable characteristic of real estate properties.