Landlords build brands a la Donald Trump; Owners aim to create distinctive image to enhance marketing and boost profits.(Commercial Real Estate Report)

Crain's New York Business, October, 2005 by Hawthorne, Fran

Byline: Fran Hawthorne with their long-time home up for sale and their lease coming up for renewal, partners at Latham & Watkins worried about who their new landlord would be and what kind of service they would get at 855 Third Ave. In the eyes of Richard Chadakoff, the firm's global head of real estate, those concerns were put to rest in March 2004 when Tishman Speyer Properties announced that it had bought the building.

Tishman was more than a known commodity. "They manage their buildings well, they maintain them well and they care about tenant satisfaction,'' Mr. Chadakoff says. "They really care about their reputation as a first-class operator.'' Call it the Tishman Speyer brand. Just like Ralph Lauren does with clothing and Donald Trump does so...

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