CBRE Group launches new brand positioning

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CBRE Group has launched its new global brand positioning — transforming real estate into real advantage.

This is along with a platform to express the positioning inside and outside the company, Build on Advantage.

Paul Suchman, CBRE’s Chief Marketing Officer, said the “Build on Advantage” brand positioning marshals CBRE’s collective strengths, including its industry-leading professionals, broad geographic and business line footprint, and wide-ranging expertise.

The new brand positioning is executed in over 350 of its offices globally and the first phase of a global advertising campaign was launched yesterday.

The ads will appear in business publications in the US, UK, Hong Kong and Australia, and will continue through 2015. CBRE’s global research, marketing collateral and owned-media properties, including its website and social media, will also reflect the brand positioning.

CBRE’s President and CEO Bob Sulentic said, “With our new positioning, we have created an organising principle for the brand that supports our core strategy of producing distinct advantages for all of our stakeholders, and have united our professionals around this aspiration.”

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