Real Estate Brand Valuation Study

Today's competition of global market economy is mainly between the brands. In all areas of life, the situation of several leading brands monopoly the industry is the inevitable trend. From the information to fast-moving consumer goods, from clothing to cars, from the PC to the media, from electronics to cosmetic products, from medicine to household appliances, from the financial to the real estate and so on, they all meet the same thing like that. Particularly, strong brands are higher than non-strong brands both in terms of market share or profit margin. Therefore, not only to their own enterprise but also to customers, considering not only from the domestic reality but also from the requirements of the international economic development, evaluating the brand value accurately is imperative. With brand value assessment, the enterprises will have the standard to manage their brand equity effectively. And the brand assets and other resources can be reasonable allocated and developed, so as to realize the value of assets and added value and achieve the purpose of brand-building.The Chinese real estate industry is no exception, and has entered the era of brand competition. In recent years, with the competition of Chinese real estate industry more and more increasingly, the degree of the product homogeneity growing, and the real estate companies facing more and more shrewd and rational consumers, taking brand as the core of enterprise strategic has occupied the first place in real estate industry. As"the Chinese four","new Chinese ten"and a series of macroeconomic regulations and control policies introduced, Chinese real estate market was brought into a depth adjustment phase. In this phase, the period of market upsurge makes profits, the period of market adjustment does brand. This shows real estate enterprises entered a phase of the brand strategy. There are lots of opportunities in market adjustment period. As the product discernible tool and credit guarantee, the brand will become"weapon", which will help the enterprise to seize market opportunities and expanded advantages in adversity. At the same time, the brand promotes the advantage brand and strong enterprises to enhance customer loyalty, accumulate social resources and increase market share. Strengthening brand-building and precipitation brand assets effectively have become a prerequisite of winning the market, and a magic weapon for winning competitive advantage.On the basis of the theory about brand equity, brand loyalty and real estate enterprise's brand at home and abroad, combined with the situation of the overall brand image of real estate enterprises in China not clear, and insufficient intangible value, this paper built brand value evaluation model brand from the aspects of net profit and brand loyalty. To measure brand loyalty, this paper designed the questionnaire with the study on the factors which consistent the brand loyalty, and collected data through delivering the questionnaire for statistical analysis. Then this study applied a representative advantage brand enterprise to the model, and compared the brand value of the real estate enterprises from the model with the real brand value which published by the authority, and gave assessment model objective evaluation of the pros and cons. Finally, through analyzing and concluding the study conclusion, this paper thinks it is so necessary to strengthen brand loyalty to enhance the comprehensive value of real estate brand. This paper gave several constructive suggestion how to enhance the comprehensive value from both service innovation and brand association.