Regardless of the current inflation in the real estate market, considering the price of land, permits, construction costs, etc., we see minimal profit and even economic unprofitability in tall building projects. Now the question arises: how can tall building projects be made profitable and premium pricing strategies be developed?
Today, the internationalization of the market scale and the intensification of the level of competition have caused business market activists to seek to increase the quality of their activities in the form of becoming a well-known “brand” and, in this way, to increase the price premium. This issue is also true in the real estate market, and a more careful reflection on the needs of the market has caused the concepts involved in the branding of a building to change and evolve. Until recently, the value of a real estate brand was determined by its location, and the slogan “location, location, location” was one of the most common strategies for developers to turn a building into a reputable brand.

Today, the value of a building or tower is determined by a set of four concepts: services, location, image, and the characteristics of the building itself (design and performance). Among these four concepts, services have become an inseparable area of ​​the formation of the brand concept in buildings, especially tall buildings, which are now known worldwide as property management.
Property management is a broad process that begins with the initial decision to construct a building and continues through the operational stages. While the location, image, and inherent characteristics of a building attract an audience to a building in the first place, services are the concept that will ensure the continued life of the building over time and always place it in the category of buildings with high investment value.
The following article seeks to develop a framework and hierarchy for classifying property management activities in high-rise buildings based on global experiences and adaptation to the Iranian market.

Keywords: High-rise buildings, premium pricing, brand, property management

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Brand positioning and property management in premium strategies in high-rise buildings