Real Estate Strategic Brand Management

After coming into the 21st century, real estate market has walked out from the craze and foam in the 1980's and become more and more mature and intellect. Furthermore, encountered with the shrewd and reasoning consumers, some enterprises of real estate have realized the significance of cultivating and managing their brands, which can help them to take possession of the market and develop the market share. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.This thesis is structured with the basic theory and methods of Strategic Brand Management, connected with the representative examples in the region of Guangzhou. It tries to table some proposals in order to cultivate the brand of real estate systemically.This thesis can be roughly divided into three parts:First, what is the conception and structure of real estate and real estate brand;Second, the feasibility of building brand in real estate;Third, how to cultivate and manage the brand.