Real Estate Brand Works

The real estate industry in China is faced with new opportunity of rapid development. The exterior environment of the industry is experiencing considerable transformation, the most important of which is that the allocation system of land resources is being set up through market mechanism. Furthermore, some firms have realized the significance of cultivate and manage their brands. It is indicated that the real estate industry has entered the era of branding. In-depth research in the branding of real estate has become a crucial problem with imminence.This thesis is structured with the operating process of branding engineering. It can be roughly divided into five parts: brand planning, brand implementation, brand communication, brand measuring and brand expanding. This thesis try to answer the three questions: first is the feasibility of build brand in real estate; Second is what is the meaning and structure of real estate brand; Third is how to cultivate and manage the brand.There is some innovation in our work: one is through case study, consumer investigation, comparative analysis and theoretical research, we firstly forward the integrated meaning and structure of real estate brand; the other is that we amend the widely accepted "the revenue multiplier brand value model" and establish a set of index system to measure the brand equity, and we put it into practice to measure the brand equity of Goldenfield.