Research On The Real Estate Brand Value

China, a great nation of 1.3 billion populations, is now on an accelerated development of city and town-rization, industrialization and internationalization. Large amount of urban resident needs to improve housing conditions, large amount of rural area population needs to migrate to cities to work and live, large amount of enterprise needs to buy houses and factory buildings with growing up, large amount of foreign merchant needs to invest and raise business in China, this series of marketing demand has provided gigantic marketplace space for China's real estate development. However, real estate enterprises of our country have been in junior stage of brand building, most of real estate brand enterprises are still on the brand surface stage of the brand understanding, also the brand building remains in a narrow range of marketing and sales, putting brand building into the enterprise's overall system operation hasn't been seen much, which leads to the value of brand is very difficult to feel by customers, even disapprove and distrust brand enterprises, many real estate enterprises neither experienced the contribution brand makes to their own value, nor in a clear state of brand building, and have a poor understanding of how to use brand to benefit and to create more value for both owners and users. But, difficulty isn't equal to no need of brand in this industry. The real estate market competition aggravates especially in recent years, country macro-control comes again, policy-supported housing construction are enlarged all over the country, that resources such as land, capital and customer are going to assemble to the real estate enterprises with strength and brand value step by step in next few years. As a result, enhancing brand building and lifting brand value is the important means winning in the gradually fierce market competition.This article combining with the relevant theory of brand building home and abroad, adopting quantitative analysis combining with determine the nature and method of integration of theoretical analysis with practice, analyzing the current situation of real estate brand building in our country, started on real estate brand basic theory, analyzing real estate brand value connotation, real estate brand value characteristic property, on the relevant theory of real estate brand value appraisal, including factors that affecting the real estate brand valuecenter, appraising model, appraising method and so on, emphasizes on analyzing the limitation that common brand evaluation methods have at present, raising my own valuation method based on relevant theory, which is the innovation part of this article, and finally posing the tactics and idea about structuring real estate brand value. In practical analysis, picked China Overseas Property as a case, carrying out thorough analysis of China Overseas Property's brand value by using viewpoint theory and method raised in this article.