HEARD ON THE BEAT / BUZZ FROM THE BUSINESS WORLD

Signature Mall: Some aggressive mall owners are betting that, just like you drive a few miles out of your way to get to a store that sells a particular line of clothing or to eat at a trendy restaurant, you’ll travel to get to a “name brand” mall.

Indianapolis-based Simon Property Group on Monday announced the launch of a $22-million advertising campaign designed to promote its “brand.”

Beginning March 1, Simon will air a series of print ads and TV and radio spots, trying to persuade consumers that Simon’s malls are “simply the best shopping there is.”

Major Simon competitors, including Washington-based Mills Corp. and Westfield America Inc. of Los Angeles, are trying to win customer loyalty the same way.

Some analysts are skeptical of the trend, saying consumers choose malls primarily for stores they like.

The experiment in branding real estate could add up to little more than a bonanza for ad agencies and media outlets.