One of the most important issues that has been raised in the last few decades as a basic issue in urban life is the issue of housing and urban development. Since the increase in the population of cities is an inevitable issue, the issue of housing the additional population and urban development in accordance with the culture, texture and gender of a city is always one of the most important concerns of senior city officials.
Tall Buildings Conference, as one of the most successful examples of scientific conferences related to the field of urbanization, tries to comprehensively examine the issue of high-rise construction in cities and has placed its focus on the issue of sustainable urban life. The third session of this conference, following the success of the previous sessions (in 1993 and 1994), was held in January 1995 with the focus on the topic of “Green City” and various working groups investigated various aspects of the phenomenon of tall buildings in the growth of cities.
Sustainable construction in cities includes a wide range of studies, implementation methods, current technologies, quality standards and analysis of economic conditions. All these cases will have an executive position when the construction of a tall building is cost-effective according to the conditions and price of land, permits, labor, construction cost… and can be defined based on standard principles. In this context, the article of Engineer Bashir Anisi, CEO of The One Iranian Company, titled “The Place of Branding and Property Management in Premium Strategies in Tall Buildings” was presented in the specialized working group of economics and finance and was also published in the book of the Third Conference of Tall Buildings.
The main topic of this article is how to make high-rise construction projects profitable and develop premium pricing strategies? In this article, the new components of branding in high-rise buildings are discussed first, and then one of the most important dimensions, namely service provision, is examined. Today, according to the world’s successful experiences and up-to-date theories, the value of a building or tower is determined by the four concepts of service, location, mental image and the characteristics of the building itself (design and performance), which together form the brand of a building. they give. Therefore, placing a building in the category of luxury and high-priced buildings and determining premium pricing does not depend only on the type of architecture or its location, and depends on a set of factors.
Among these four concepts, with the change in the type of residence and work and the increase in the number of high-rise buildings in cities, services have become an inseparable area of the formation of the brand concept in buildings, especially in high-rise buildings, which today is called property management all over the world. They know property management. Property management is an extensive process that starts from the initial decisions to build a building and continues to the operational stages. While the location, mental image and inherent characteristics of the building attract the audience to a building in the first place, service is a concept that will cause the continuous life of the building over time and always places it in the category of buildings with high investment value.
Engineer Anisi stated in the economic and financial working group that today, changing the ways of living and doing business requires changing the executive frameworks in the maintenance and management of a high-rise building, and the satisfaction of the users will not be achieved except by receiving appropriate and standard services in different scales. . The presentation of this article in the Economic and Financial Working Group resulted in the highest percentage of audience satisfaction in the survey on the first day of the third Tall Buildings Conference.
Click on the following link to view the news and pictures of the 3rd Tall Buildings Conference:
http://www.hrbci.com/index.php/home-fa1.html
To get the article “The Place of Branding and Property Management in Premium Strategies in Tall Buildings”, refer to the articles section.
