CoreBrand Leads Rebranding Effort for EPR Properties

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Partners with Leading Real Estate Investment Trust to Realign its Brand to Reflect Evolving Portfolio

CoreBrand, a leading full-service brand consultancy that works closely with corporations to understand, build, express and measure their brands, announced today that its client, EPR Properties, a publicly traded Real Estate Investment Trust (REIT) on the New York Stock Exchange (NYSE:EPR), has officially launched its new brand identity that includes a new name, logo, tagline and website. EPR Properties, formerly known as Entertainment Properties Trust, hired CoreBrand to provide industry expertise and guidance to realign its brand identity to reflect its evolving business portfolio.

“EPR Properties engaged CoreBrand when facing a challenge that impacts companies every day - outgrowing a brand name as a business evolves and expands,” said Jonathan Paisner, Brand Director at CoreBrand. “With a nationally-recognized name that holds considerable brand equity, our challenge was to realign and re-identify the Company’s brand with its evolving business without losing any brand value.”

Celebrating its 15th anniversary this year, EPR Properties began as a specialty REIT with a focus on properties used for entertainment, and became one of the largest owners of movie theater properties in the country. Seeing opportunity in other categories with similar characteristics, EPR Properties expanded its portfolio such that Education and Recreation properties are now a significant portion of the portfolio.

“We worked closely with EPR Properties’ leadership team and Board of Directors to identify areas of brand strength to build a brand that aligned with the REIT’s proven business model and strategies,” added Mr. Paisner. “EPR Properties’ new positioning and tagline Return on Insight reflects the Company’s focus on how it invests vs. what it invests in – leveraging its unique insights to discover hidden values and identify opportunities for growth.”

“The new name, EPR Properties, builds upon the existing equity in the Company’s trading symbol (NYSE:EPR), while allowing the brand to grow beyond its Entertainment roots,” said Andrew Bogucki, Executive Creative Director at CoreBrand. “The logo we developed followed a similar approach, expressing the moment of insight that is the cornerstone of the new positioning, while using the visual metaphor of entertainment searchlights.”

“We are very pleased with our new brand identity package that CoreBrand worked with us to create,” said Brian Moriarty, Vice President, Corporate Communications at EPR Properties. “Their team of brand strategists and designers were able to quickly understand our unique challenge and develop a clear, creative brand identity that is aligned with our our business strategy.”

EPR Properties officially launched its new website on November 12th and continues to implement its redefined brand platform.

About EPR Properties
EPR Properties is a specialty real estate investment trust (REIT) that invests in properties in select market segments which require unique industry knowledge, while offering the potential for stable and attractive returns. Our total investments exceed $3.1 billion and our primary investment segments are Entertainment, Recreation and Education. We adhere to rigorous underwriting and investing criteria centered on key industry and property level cash flow standards. We believe our focused niche approach provides a competitive advantage, and the potential for higher growth and better yields. Further information is available at

About CoreBrand
CoreBrand, an independent branding firm based out of New York City and Los Angeles, specializes in practical and applicable brand research, strategy, identity and management for global companies of all sizes and in all sectors. As the creator of the Corporate Branding Index®, a 20 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, CoreBrand is the only firm that links brand identity to financial performance through data and analysis. With a focus on using brand as a business asset to improve corporate value, CoreBrand creates the measurable difference. To learn more about CoreBrand, please visit

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Katherine Herring
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