The Brand Model Of Real Estate Companies

The brand strategy becomes the core strategy of real estate enterprise which is the type of capital- intensive and resource-integrated. How to build the brand effectively is the critical successful factor of real estate enterprises to gain the competitive advantage and the core competitive strength.To answer the question is to start with the analysis of the characteristics of the real estate industry. The value chain of the industry is presented, the development history of the real estate industry is reviewed, the development trend is forecasted, and the significance of the brand for cross-regional expanded real estate company is pointed out.After understanding of the characteristics and development trend of the real estate industry, the characteristics of real estate distinguished from other industry are brought forward, and the three brand modes are put forwards. It includes single brand, multiple brands and main-subsidiary brands, meanwhile the various strategies and tactics for the real estate companies in different development phase is also pointed out. Differences and relationships in building company's brand and project brand are presented.Then the pattern of building brand of real estate is brought forward, which is including customer segment and selection, brand positioning, brand identity, brand communication and brand evaluation. Firstly, customer segment and selection starts from understanding the need of customer and selecting the profitable customer which can be satisfied by the capacity and resource of the real estate company. Secondly, brand positioning has two meaning, one is value positioning including physical attributes, emotion profits and core value propositions, the other is image positioning including brand personalities, brand culture, brand imagination and brand experiencing. Thirdly, brand identity presents the principals and methods to building the identifying system. Fourthly, brand communication puts forwards the approaches to communicating effectively the value and image positioning with the segmented customerfor both company brand and project brand. Finally, brand evaluation brings forwards the ways how to evaluating the brand competitive power and propriety of brand image. Brand management system is also brought out briefly after presenting brand building pattern. Company's brand of real estate is more concerned.At the end of this paper analyzes the leading brand of native real estate industry, Vanke Group, from the aspects of the general situation, the process of brand building with the brand building pattern. At the same time the management system of brand is pointed out too.