Study On The Real Estate Brand Building

50 years of the 20th century, the father of American Advertising·David Ogilvy first proposed the brand concept, then gradually the concept of the brand by the people concerned,90 years later, the brand has become the hottest marketing topics. Today, the competition has become a global brand of pattern Open a focus of proven brand ultimately affect people's attitudes and views, so as to bring long-term business benefits. Inevitably, the real estate business has entered the era of brand competition. Vanke, China Sea, China's real estate business as a market leader, outstanding real estate company to study abroad, try to brand building of the road, more than ten years time, brand building on the encouraging progress. Even in the recession period, these brands are still able to buck the trend, has made good sales performance, brand influence is evident. But when foreign brands to enter the building has stabilized brand extension, brand equity protection stage, we only just begun to explore the brand-building will inevitably lead to all kinds of conditions.Brand building is a systematic project, from refining the core values of brand, brand positioning, brand identity system, building, brand building tools to use to brand promotion, management and maintenance will need to rise to the height of the corporate strategy. Without the guidance of a certain height, strategic thinking, brand building effect will be greatly reduced. China's real estate industry is not good brand building environment:industry concentration is low, real estate enterprises of all sizes have, brand awareness is still relatively weak construction, building brand awareness but also superficial. This leads to a fine of a brand is not enough, from the brand name to brand image have not been able to play a direct, difference, and professional standards; the eyes of the real estate business long enough, the brand is limited to the construction of each project while ignoring the corporate brand will bring long-term value to the enterprise; In addition, the brand has a soul, personality, brand building our real estate business is hollow, and no guidance to the core values of corporate brand to customers as a guide precision positioning and integration into the corporate philosophy of the brand image, brand building must be an empty shell. Therefore, brand building is a process of dropping water, we must continue to accumulate in the maintenance of a long time to establish in people's minds a strong brand image, otherwise the slightest mistake is loser.Brand building of the real estate industry started relatively late, no systematic theoretical basis for the brand, so this theory in brand building from abroad on the basis of the characteristics of the real estate industry in our country, the system describes the real estate industry, brand building process. Through a case description of the real estate industry, my brand-building process to analyze problems, propose possible solutions to the final.