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FEATURES Figure 7-1 What Makes Us a Unique Destination?


Source: Air Design • Suggestive: It should imply rather than spell out the


The Name Susanne Latour rightly claims that “you can’t build


strong brands without good names.”2 In a mall environment, the task is more complex thanks to the host of brand names which will be housed inside. The mall name cannot be too similar to that of one of the tenants. Moreover, because they are often overused and may overlap with competitor malls, location words should be approached with caution. Similarly, abbreviations can be confusing and are not easily searchable online.3 Five characteristics are most important in creating


names:4 • Striking: it should be memorable, provoking an


emotion or reaction where possible; • Original: its creativity reflects the quality of the offer; • Open: It should evolve as the brand does;


brand offer to allow room for visitor imagination • Legally sound: It must, for trademarking purposes,


be registered, not infringe upon third-party copyright. Often in mall development projects, the name has


already been decided before the branding begins. When this is the case, the chosen name must be considered when creating the brand story. However, in instances when no decision has yet been made, naming often falls within the mandate of the branding consultants.


The Expression The brand identity can only be developed once the


foundation of strategy has been established. The story and name will inform the brand’s communication and the creative work which will subsequently bring this to life.


2 Susanne Latour, quoted in Anita Broser, “Naming Malls,” Across, Issue 3 2011, p. 42. 3 See, for instance, Bernd M. Samland, quoted in Anita Broser, “Overused Location Words,” Across, Issue 3, 2011, p. 50. 4 See Broser, “Naming Malls.”


INTERNATIONAL COUNCIL OF SHOPPING CENTERS 35 2 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 2, 2013


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