Discuss On The Brand Strategy Of Real Estate Company

揃and?is the soul of a company, the study give us a full picture of how the brand strategy could be applied to the realty companies in China according to the history and the current status. At first, the author introduced the concept of the brand and the name brand. As we know, relatively immovable location, high value and a long consumption period make realty products quite different from normal commodities. Realty companies need to input a lot of money in the open up period while they also need a certain long period to get the investment back. Comparing with other areas, they are not producing or selling a kind of standard product, every single realty product is particular because of it抯 different physical location, every single realty product could not be copied because of it抯 particularity, every single realty product could not be managed using the normal method because of it抯 specialty. All of those make the realty brand different from normal commodity brands. Secondly, the realty industry changed a lot after ten years?development in China: the supply exceeded demand, the main consumer changed from companies to every individual family, the competition rules were standardized and finalized. All these changes affected the realty industry a lot; the land agents cannot survive without a brand strategy in the new circumstance. At the same time, we can learn from the article that the quality, culture of the corporation and particularity are the most important components, which support the brand and the enterprise抯 growing and developing. Quality is the life of a brand; culture is the most challenging part; particularity can satis1~ different customers by different way. No brand can breathe without anyone of the three mentioned components. iii ~f+~拁< 憕~_慫T~~ - Of course, you can not made a brand so easy, a brand comes into being needs a certain process, that is creation, advertising, maintains and development. Create a brand isn抰 an easy scope, you cannot do it without a certain scientific strategy, process and method. Further more, if you want to create an excellent and affective brand, firstly, you need to do a good investigation of the marketplace and find you position in the market correctly. Then you need to have a predominant quality system and a perfect customer service. After that, you need to maintain, develop and recreate your brand, so that you could be succeed in the whole industry, even the whole market. At last, we got some good examples for the successful companies, just like Tianhong Cc; in Beijing and Vanke Co; in Shenzhen. The edification they give us is: you can only find your position in the dog-eat-dog marketplace with a successfully brand strategy.