Hengda Group Brand Management Research

Along with the transition of society economy from quantity kind to quality kind, the market value of brand is recognized by more and more enterprises. The industry gradually finds that the relation degree of brand awareness, recognition value, customer loyalty and powerful brand is a necessary weapon in the market competition. Since the real estate market in China entered the real market operation, its marketing competition witnesses such phases: area, design, quality and conception; so far, the competition has developed to the new phase of brand competition.The thesis discusses the whole process that under the new competitive situation and the new trend of the Real Estate Industry of Hunan province, Changsha Hengda Real Estate Developing Group forms the operation mode centered on Brand Operation. Based on the combination with some relative theories, this thesis answers the core brand value of Real Estate, explains the important role that Brand Construction plays on the Real Estate Enterprises, elaborates the management content of brand operation of Changsha and simply designs the evaluation method of brand equity of the Real Estate.This thesis manages to recognize and grasp wholly and clearly the brand construction and the practice of brand operation within the real estate enterprises. In the end, the author hopes that some conclusions and the successful experience of Hengda company can set an example and have synergistic aspect for the some kind enterprises' management.Qing, Zhou (MBA2000) Directed by:...