Research On The Strategy Of Establishing Brand Product For Real Estate Enterprises

The competition among real estate enterprises have come into the competing stage of brand product at present in China. Brand product is the identifier of products and it is also the precious non-tangible asset of enterprises, so we can say that brand is just the competing force for all of the enterprises. Under the pressure brought by the changing domestic markets and foreign competitors, Chinese real estate enterprises have to implement brand management strategy to survive in the complex environment full of competitions and then proceeding its sustaining developing. While in China the real estate market has come into being for only 20 years and the development of brand is far from mature, so there lack of specific and coherent brand policy, perfect identifying system, and the effective brand management frame and system.This paper focuses on the problem of how the real estate enterprises to establish the brand of their own with extraordinary superiority when competing. It puts forward five brand establishment policies including CIS introducing, brand orientation, superior quality foundation, all-sided brand spreading and brand extension. Meanwhile, the paper analyzes the Hopson's cases of brand establishing strategy, which is valuable both in theory and in practice.