BNP Paribas Real Estate managed the rebranding process for Pradera centres

Zarządzanie Nieruchomościami

BNP Paribas Real Estate managed the rebranding process for Pradera centres

The Property Management department at BNP Paribas Real Estate Poland ran the rebranding process for the shopping centres that have recently changed hands from Ikea Centres Polska to the Pradera fund. The new name and corporate design can now be seen in Polish and German locations.

The comprehensive rebranding process represents one of the pillars for the portfolio’s strategy aimed – with support in the form of active management and a suitable tenant mix – to strengthen positioning of the properties and optimally use their potential. We attach great importance to the manner in which our centres communicate with their current and potential customers. It is an area which, from the point of view of the extremely dynamic changes in consumer behaviour and preferences, will be playing an increasingly significant role

Mark Richardson, Director, Pradera

The changed name and corporate design are a key element of further, long-term marketing operations. The centres now bearing the new name and with the new visual presentation have over the many years won a large group of customers that value a strong and well-matched tenant mix, complementarity of the range of goods and services offered and convenience in terms of location and shopping amenities. Customers visiting the Pradera Homeparks with their new image will additionally appreciate the intuitive visual information systems that will make it easier for them to navigate around the individual centres.

From our perspective, the process coordinated by us in cooperation with the investor in a particularly efficient manner shows us that the best solutions are possible to achieve through mutual dialogue and when different point of view are involved. On the one hand there is the landlord using his strategy to accomplish specific business objectives, while on the other hand there is the property manager with his ability to apply a wider time perspective to analyse the occurring changes and future growth taking into consideration current and future trends and microtrends. I am extremely pleased that we have succeeded in creating a visual communication framework for properties functioning in different countries and within diverse local communities with their distinct needs and habits

Michał Pszkit, Head of Property Management Department, BNP Paribas Real Estate Poland

The new positioning of properties from the Pradera portfolio and the rebranding process itself are aimed at supporting active management of the properties, which will enable to even more efficiently utilize the growth potential of the individual Retail Parks.

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Michał Pszkit

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