Research On The Brand Development Of Real Estate

Now, the real estate industry of our country is being placed in a flying stage. Along with the development of the real estate industry, consumers' request to live comfortably is bringing up higherly. However,on the real estate market of our country, the quality of a lot of real estate items is not high, consumers' life style can't getting very well, consumers urgently hope real estate brand can nicely guarantee their benefits.Although consumers think greatly of real estate brand, real estate business enterprises of our country do not give enough thought to brand. Real estate business enterprises widely lack connected brand strategy and do not establish the structure of valid brand management. Although some real estate business enterprises have developed the consciousness of the brand, they lack clear brand meaning and complete brand strategy, can't expertly integrate every kind of spreading means to unify the brand expansion. The image of real estate brand in the consumer's heart is misty. The market influence of real estate brand is very weak. Exactly in that case, combining brand development theories and real estate characteristic together, investigating the road of brand development of real estate business enterprise is very righteousness.Firstly, This thesis analyzes the function and symbol value of real estate brand for consumer and takes it as the target of real estate brand development. Immediately after, this thesis researches real estate brand positioning with two aspects of symbol and function, and make use of the brand position developing to the real estate item. Brand extension is accompanied with brand position. This thesis considers greatly of the function and symbol value of real estate brand and makes sure of the direction of real estate brand extention, and discusses the strategy of real estate brand extention. Real estate brand spread is an important part of real estate brand development. Above all, this thesis makes sure of the target of real estate brand spread, then under the guide line of this target, chooses and applicates every kind of brand media, delivers consumer the function symbol benefits of the real estate brand.