A Study Of The Real Estate Project Brand Communication

As an unstoppable force of the business activities of enterprises. The brand has entered into allaspects of economy and enterprises activities with the economic globalization and integration. Marketcompetition, to some extends, is the competition of brand. Brand strategy is a systematic engineering whichincludes localization,establishment, communication，management and maintenance. Among them thecommunication of brand is a connecting link between the preceding and the following which plays animportant role in the brand strategy.Explosive growth of the information and increasing speed ofcommunication could be challenges which are more and more severe that brand communication must facewith especially in the new media pattern.As an important part of China’s national economy, the real estate industry relates to vital interestsof thousands of families. Different from products of other industries, those of real estate are made up bymany construction periods last for3to10years. And that main feature makes itself this industry’suniqueness on the road of brand competition. So the real estate project brand is pivotal in the constructionof the whole enterprise brand. Brand communication is becoming increasingly influential on the brandstrategy and the survival and development of the industry.The combination of the communication and marketing of the brand project is also a kind ofinevitable choice in the new real estate market environment. The combination is not just simply added upbut merged together profoundly and reasonably. Only running through the whole marketing system andcombining the idea and method of brand communication and marketing can the brand strategic produce aresultant force which exactly prompts two-way mutual benefit between the communication of brand andmarketing. That is the key to the victory if an enterprise wants to achieve success in the new marketenvironment.Wanda plaza which belongs to Wanda Group quickly became the first brand in China’scommercial real estate in10years’ development and promotes the enterprise being the leader in the nationalstrategic layout.The thesis selects Wanda Plaza as a case study with the purpose of finding out theconclusion of universal significance through the intensive study of the cooperation between Wanda plaza’s brand communication strategy and the brand communication and marketing so that the conclusion canprovide helpful suggestions to the communication of Chinese real estate project brand. Along with thedeepening of domestic market competition, an industry’s maturity and development need to further expandthe international space. And also, the thesis has a forecast of the tendency of internationalization of the realestate project brand communication and its trend in the future in a completely redesigned communicationenvironment made by the emerging media.