Brand-New Brand Names

Typically prompted by a corporate acquisition or a new direction, rebranding is a crucial but often overlooked process. A series of well-known commercial real estate brand names have morphed or disappeared in recent years. The scorecard below offers a sampling of some notable new brand names and their predecessors.

For more about the trends in rebranding strategy, be sure to read “The Name Game” in the January issue of CPE.


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