Study On The Brand Image Of Zhixin Industrial CO., LTD.

In recent ten years,under the tense market competition,the real estate circle is struggling for strategies to way out from crisis and to win by surprise. As to the present house-buyers,what they concern most is no longer the position,but the environments,the properties management,the construction style and other soft factors. This makes it necessary for the real estate developers to think over the meaning of property development with the insight of brand strategists. The true long-term success will depend not on the temporary speculation,but on the successful brand plans. Some insightful entrepreneurs have recognized that the real estate developers in the 21st century should be the creators and suppliers of brands,providing the basic functions of houses and more important,a kind of life style with high taste. It is the establishment of brand that forms the essence of future real estate companies.Nowadays the powers in real estate circle are paying more and more attention to the establishment and maintenance of brand. The establishment of a well-known brand needs careful analysis on the market and on the product,and needs a complete series of brand establishment plans. This dissertation conducts a case study on the brand image of Chengdu Zhixin Industrial Co.,Ltd. Theoretically,the author discusses the criterion for brand image evaluation and its significance. Practically,the author compares the brand images of and the products produced by the major properties companies in Chengdu city,and then puts forward some strategies for developing the brand of Zhixin.This dissertation attempts to find a scientific and feasible way to establish and develop real estate brands and make some contribution to the healthy development of real estate business. In this study,the author puts forward a conic model for brand development. This model focuses on the continuous development of a known brand,and it will help direct the brand development of all enterprises.