The Brand Marketing Of Real Estate

Brand marketing has been paid more and more attention by Real Estate Corporation. But as the unique identity of real estate market, how to create brand consciousness, make correct brand position, lead consumer get the concept of brand and implement brand strategy, are still a fresh problem must be resolved by Real Estate Corporation.China has become a member of WTO since November 2001. Real estate market will connect with International. Real Estate Corporation will face the challenge it never met before. For Chinese real estate market has been developed only 20 years, most corporations still in accumulate stage. To compete with foreign company, brand building is important.This paper analyzed the brand building and marketing of Real Estate Corporation. They are described in detail in follow parts:Chapter 1: Concepts of real estate and its brand.Chapter 2: Status, problems and the vision of real estate brand. The competition of real estate future will be brand competition.Chapter 3: Through the analysis of real estate value chain, the influence of real estate brand to purchaser value and competitive advantage, illuminate the importance of real estate brand marketing.Chapter 4: The strategy of real estate brand marketing. By means of brand positioning, brand design, brand naming, brand strategy and internet marketing, combine with the case of Vanke success in brand marketing, expatiate the brand building and marketing of Real Estate Corporation.Chapter 5: Real estate brand create, protect and extend. By way of quality, client relationship and innovation to protect brand, Real Estate Corporation need to build up brand operation consciousness.