Vanke Real Estate Brand Strategy Research

In the background of the world’s high-speed economic development, Chinese realestate industry has been developed from the initial quality competition time to the brandcompetition, real estate development enterprise has come to realize that their own brandconstruction and importance of take the brand strategy. Vanke brand construction as a pillarof real estate, continuing to maintain brand leadership of the Chinese real estate industry in2010, leading the company won the2011real estate model of the enterprise award. With thedevelopment of "Vanke" brand, Vanke brand strategy problems, such as: brand positioning isunknown, a fuzzy brand image, product strategy, lacking of specificity, a single means ofcommunication. And they have become the "bottleneck" constraints brand with furtherdevelopment.In this paper, according to the situation at china and abroad, the overall situation of thereal estate, real estate brand, size, structure, image, personality, development trends, and itsbrand strategy, management and other aspects of the investigation, the strategic situation onthe Vanke industry brand, trends and problems in the discussion and analysis. For fullyunderstand the customer, understand the competitive strategy of the competitors are on thebasis of brand resources, combined with the Vanke brand, at this stage of the brand of Vanke’sbrand strategy analysis, and on this basis, the countermeasures for the problems, especially of"Vanke" brand positioning, brand personality, brand core values, brand extension and brandintegration of communication, aim to establish a set of accurate positioning, distinctive, richin content, marketing, effectiveness Vanke brand strategy, in order to make Vanke becomelong-term strategic objectives of the super-strong corporate brand.