Vanke Implementation Of Brand Strategy Discussion

Wanke, being a leading brand in our national real estate industry, has made rapid progress in recent years with the background of Large Market, Known enterprise, Famous brand. In 2004, Wanke was honored with the title of National Respectable Real Estate Brand Enterprise. In 2006, Wanke was awarded Chinese Model Real Estate Enterprise. Wanke maintains the leading role in Chinese real estate industry. With the development of brand Wanke, some problems in the brand strategy being more and more serious, namely, unclear brand positioning, low level of brand image, product strategy without pertinence, and single spreading way, result in obstacling Wanke's further development.On the basis of the brand identity theory by David Ogilvy and positioning theory by Jack, this article does research on general situation of real estate industry, consumption, psychology of consumers, and the real estate brand's scale, structure, image, personality, trend and brand strategy. This article conducts analysis on strategy of brand Wanke in the current phase after discussing and analyzing the brand strategy trend and existing problems with full understanding of rival's competitive strategy and combining Wanke's resource. Furthermore, it puts forward solutions or countermeasures. The author tries to build up some strategy of being accurate-positioned, distinctive personality, rich connotation and effective marketing, particularly through the probe into Wanke positioning, Wanke personality, Wanke core value, Wanke identity, Wanke extension and spreading. With this effort, the author hope to reach the long-term strategic goal of Wanke's being super powerful enterprise brand.