The Link REIT is the largest REIT in Asia by market capitalization and the largest owner of retail floor area in Hong Kong.  To manage such a sizeable and visible portfolio, we have established more consistent brand management disciplines across the organisation via a holistic control of all communications. 

 

A review was conducted to reposition shopping centres according to product attributes.  This asset/brand sustainability initiative resulted in

the categorization of our retail facilities into four groups:
 
- Boutique Centres, such as Stanley Plaza, which offer a unique shopping experience due to their one-of-a-kind location, historic significance or design features;

- Regional Centres, such as our flagship Lok Fu Plaza, which are distinguished by their size and/or regional significance attracting shoppers beyond their immediate catchment areas;

- Community Centres are the neighbourhood malls serving local residents for their daily shopping needs; and

 

-  Street Shops. 

 

The Link REIT will develop distinct strategies for each of these groups including differentiated branding, marketing, leasing and property management strategies and practices.  We will constantly review the categorization as we roll out our asset enhancement programme which will take into consideration each asset’s potential for revitalization and recategorisation.  Through renovation and repositioning of the centres, our asset enhancement programme offers an opportunity to reinforce the branding according to the requisite category.