Branding Communities

In the Plots & Ploys section of today’s Wall Street Journal Property Report reporter Dawn Wotapka highlights AvaloyBay Communities’ efforts to brand its communities:

The company, which owns about 60,000 mostly upscale units in nearly 200 properties, on Wednesday plans to announce that it is launching two new brands. One, named AVA, will target younger tenants who want to live in cities. The buildings will feature smaller units and be designed for roommate living. Three properties that will carry the AVA flag are under construction.

The other new brand, eaves, will offer less-expensive apartments, mostly in the suburbs. In 2012, AvalonBay plans to reflag 20 to 25 properties as eaves and redevelop about 10 new communities with the brand. All the company’s other projects will keep the Avalon brand.