Methodologie

BRE Properties

What’s a three-letter word for home?

You wouldn’t think the three-letter stock trading symbols ticking across monitors at the NYSE could remind anyone of the comforts of home. Most of the time you’d be right. But there are exceptions, and that’s why research is a crucial part of brand strategy.

BRE Properties got its name from the stock symbol of its predecessor, Bank America Realty Investors. The name made sense at the time, when BRE’s brand reflected the company’s position as a publicly traded REIT: institutional, conservative. A solid investment.

But the name’s usefulness was in doubt when BRE decided to unite its corporate image and separately branded properties under a single new brand. This brand would have to appeal to current and prospective residents. Besides investors, who would relate to a stock symbol?

Oddly enough, many people did. The name already had considerable recognition and goodwill among residents, a critical detail we uncovered during our brand audit and analysis. Never mind the pedigree—when a stock symbol means home, that’s brand equity.

Methodologie worked with BRE on every aspect of its brand, from strategy to design of all communications, ensuring that it projects the same genuine and approachable personality to every audience, every time.