Cushman & Wakefield Korea has launched a new Branding Solution Service (BSS) designed to help retail and commercial real estate clients develop data-driven brand and space strategies by leveraging social big data analytics.
The service addresses a growing challenge in the retail and mixed-use property market: as supply continues to increase, consumer choice is increasingly shaped not by functionality or location alone, but by brand identity, emotional connection, and experience. BSS is designed to help owners, developers, and brands respond to this shift by aligning spatial planning with consumer perception and behavior.
BSS analyzes large-scale social data to capture consumer sentiment, awareness, and emerging trends, translating these insights into actionable strategies for physical spaces. To support this approach, Cushman & Wakefield Korea has strengthened its in-house capabilities by appointing a dedicated social data analytics specialist and implementing an advanced analytics framework using Sometrend, a social data platform developed by Vibe Company, a leading AI and big data firm in Korea.
The BSS team examines a wide range of indicators, including lifestyle trends, trade-area characteristics, and consumer needs. By integrating qualitative data—such as consumer sentiment and brand perception—with quantitative pattern analysis, the service supports decision-making across the full development process. This includes target segmentation, concept positioning, merchandising (MD) strategy, spatial design direction, and marketing planning, ensuring consistency between brand strategy and physical execution.
Cushman & Wakefield Korea has already applied the BSS framework to several live projects. Notably, the firm led the space branding strategy for “Teenieping,” the flagship store of global content IP brand Teenieping, demonstrating how consumer data can inform both brand storytelling and spatial experience. Ongoing applications include brand market-entry strategies, office arcade concept development, and commercial district analysis in redevelopment areas.
The service was developed under the leadership of Kai Chae, Senior Director and Head of Consulting Group at Cushman & Wakefield Korea, with a focus on embedding consumer insight into real estate strategy. Lina Lee, Associate Director and Head of the BSS team, said, “As competition intensifies, the performance of offline spaces increasingly depends on how clearly a brand resonates with consumers. By grounding branding and spatial strategy in real consumer data, we aim to enhance both brand equity and long-term asset value.”
<Photo – Lina Lee, Associate Director and Head of Branding Solution Service, left; Kai Chae, Senior Director and Head of Consulting Group, right>
