A Study Of Synergy Between Corporate Brand And Product Brand In SOL Company

Brand is the most valuable intangible assets, which plays an important role in the business. In recent years, with the increasingly fierce competition, the real estate industry product homogeneity accelerated, and consumers'brand consciousness gradually increased, brand becomes the critical enterprise strategy in the real estate industry. Some foresight real estate companies gradually realize the importance of brand in the enterprise management. They operate the business from products into the brand management. Real estate industry gradually operates into brand competition.But the current situation is that the real estate industry's brand strategy is not optimistic, except for some big real estate developers have consciously brand management. Most of real estate enterprises are lack of correct understanding of brand awareness or not very deep. The corporate brand and product brand separate with each other and cannot effectively play both synergies. How to realize the collaborative construction between corporate brand and product brand have become a problem to be solved and the urgent need of research.Combining real estate brand development and brand competition environment, this paper explores the collaborative construction between corporate brand and product brand, based on the related theories with Shui On Land (SOL) Company as the research object. The brand audit has been designed and implemented based on the comprehensive analysis of the company's brand status quo and its characteristics in the real estate industry. And then the management suggestions have been put forward from three aspects, positioning synergy, operation synergy and communications synergy. Finally, summarized the problems of collaborative construction between corporate brand and product brand in SOL, and pointed out the collaborative construction of brand is helpful to integrate various brands and then promote the experience to other companies.