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New York

A brand reboot: breaking down the rebrandings of residential firms

Experts review the new faces of the residential brokerage world

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From the February issue:  In the last half of 2012, a plethora of New York City residential real estate firms revamped their images: Citi Habitats changed its logo, Douglas Elliman dropped the “Prudential” from its name and the Corcoran Group introduced the world to Marcel, an apartment-hunting French bulldog. Why the rush to rebrand? Recent changes in technology combined with deeper pockets post-recession, made 2012 the year of image makeovers for New York’s residential firms, said David Schimmel, president and creative director at the design firm And Partners, which has worked with firms like Corcoran, Stribling and Halstead Property.[more]