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Study on Real Estate Companies' Brand Building

Author: WangYi
Tutor: FengChangSheng
School: Henan University
Course: Business Administration
Keywords: Real Estate Brand Brand building Brand maintenance Brand equity operations
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 90
Quote: 0
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Abstract


With the construction of China’s market economy matures, healthy market competition system hasbeen basically formed. For the real estate companies, brand building is the inevitable trend of futuredevelopment of enterprises. The real estate industry in China started late, lagging behind enterprises inbrand building, so most of the real estate companies do not form a complete set of brand-building system.In the real estate industry, the influence of brand is relatively weak.Firstly，this paper analyzes the status and the existing problems of the brand building in China’s realestate industry. To solve these problems, this paper presents a proposal on real estate brand building, whichis divided into five aspects: brand positioning, brand communication, project quality supports branddevelopment, brand maintenance and brand equity operations. First, on the basis of previous studies, wediscuss in detail the steps of the brand positioning, which is divided into seven steps. Secondly, we discussthe communication of real estate brand, the advertising and the public relations are our focus. But just relyon brand positioning and brand communications, we can not establish a strong real estate brand, so thispaper proposes a mechanism to support brand building by the project quality. In spite of this, brandbuilding anr not truly completed, in order to maintain a strong brand in the real estate market, it’s neededfor the maintenance of the brand. The paper also suggests two kinds of maintenance of brand: integritymanagement and continued innovation. The brand is the most valuable intangible assets.In the last,for theways of brand equaity operation of real estate enterprises, the paper proposes two models: an extension ofthe brand, as well as mergers and acquisitions and public financing operation of assets, so as to expand thebrand influence and enhance brand value.For the weak awareness of real estate brand in China, this paper profoundly expounds the importanceof real estate brand building and proposes an operational brand building system, which is also interspersedwith a number of successful cases, We believe that these cases will help the real estate enterprises findinspiration.

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