Real Estate Enterprise Brand Construction Paper

Real estate enterprise brand building is along with the development of market economy and benign competition in the market of the formation and the inevitable requirement of real estate enterprises. Because China's real estate industry started late in the brand construction, enterprise can draw experience less, most real estate enterprise doesn't have a complete brand construction method, and the current real estate brand marketing clout is still weak.Aiming at China's real estate enterprise brand construction the present conditions and existing problems, and proposes a more complete brand construction ideas. This article will real estate enterprise brand reconstruction process of generalization for branding, brand management and maintenance. Based on multiple real estate enterprises in the brand construction the successful experience in analysis, and summarize preciously existing achievements in theory, will estate enterprise brand shaping can be summarized as follows: the external image and the intrinsic value of two aspects. Then puts forward has built up the brand communication and maintained. Which expounds on various real estate enterprises dissemination of specific application. In the brand maintenance discusses enterprise trustworthiness, innovation and leader personal brand for corporate brand influence, in order to expand the enterprise brand construction's extension.The point of this article for real estate enterprises correct understanding of the importance of brand building, an accurate grasp of the brand construction the connotation and denotation, accomplish inside and outside to hold concurrently to fix, has certain theoretical and practical significance; This paper lists several successful example of real estate enterprise brand construction practice to have the certain reference value.