Study On Brand Value Appraisal For Real Estate Development Company

With the implementation of a series of China's housing reform policy, the role of the real estate industry in the national economy becomes increasingly obvious. Along with the prosperity of the real estate market, the competition of company exacerbates. The competition between Real Estate Company is from price competition, quality competition to the brand competition. Under the influence of characteristic of the real estate products and development project, the real estate brand, in addition to having the general attributes of brand value, also has special attributes. So it can't use the traditional brand appraisal theory to appraise the brand value of real estate development company, it must research the appraisal methods, which applies to the brand value of real estate development company.The paper begins with the studying of sustainable development of real estate development company, and brand concept of real estate development company, through analyzing the theory of company sustainable development and project operation model of real estate development company, constructs the supporting structure of sustainable development of real estate development company, educes that the brand is one of the most important resources of real estate development company, on the basis of studying the value transferring of real estate brand, and sets up values system of real estate development.The paper analyze three kinds of appraisal methods with a net profit, brings forwards the ideology with the basis of project excess profit and SR coefficient, constructs appraise process and model of brand value of real estate development company based sustainable development, and determines calculation methods of coefficients.The paper chooses Gemdale company, calculates the brand value through the appraisal model,makes comparative analysis, and validates appraisal method of brand value real estate development company.