Study On Valuation Of Brand Value For Real Estate Company

After 20 years of development, the real estate market is already beginning to take shape. Meanwhile, with the raising of residents' income level and the improvements in the quality of life, home buyers more and more rational, and they consider the brand as an important factor in their choice of buying a house. Although there are some real estate enterprises have implement the brand strategies and been recognized by the community, still a considerable number of companies do not pay attention to brand.They only concerned about short-term interests which has negative influence on the long-term development of the Chinese real estate companies. Therefore, making evaluation to the brand value of real estate companies can help them build their brands better and improve the brands value, so it has an important meaning.This paper first reviewed the related literature on evaluation methods of brand value at home and abroad, and then gave a summary on the current situation of the real estate brand evaluation. We found that most of the brand valuation methods were mainly based on the company perspective which consists of the consumer and market aspects. Considering that real estate enterprises in our country should undertake some society functions such as the reconstruction of the old city, it get more attention from the government and the public than other industries. Meanwhile, because of global warming, the government advocated the low carbon concept. Under these situations, as a real estate company which has high energy consumptions, it should take more responsibility of energy-saving and environmental protection. Therefore, this thesis increased the social perspective for the evaluation of real estate brand value. Based upon the previous studies and referred to the framework of Interbrand models, incorporating China's national conditions and characteristics of the development of the real estate industry, this thesis builds a new brand value comprehensive evaluation model through company perspective and social perspective. In the model, this thesis used the method of Delphi and the method of fuzzy comprehensive assessment method to make a comprehensive evaluation for social performance of the real estate companies. The social performance was evaluated from the level of economic contribution, the level of corporate integrity and the level of social welfare activities, in order to emphasis that the real estate company as a special social citizens should undertake certain social responsibilities. Especially when the house prices are soaring and the macro policies are frequently implementing, undertake the social responsibility will help the consumer to enhance the confidence on real estate companies and improve the brand value.At the end, this thesis chose Vanke Co., Ltd and calculated the brand value through the evaluation model, made comparative analysis, and validated the brand value evaluation of real estate companies.