Based On The Brand Value Chain Of Real Estate Brand Value Evaluation Method Of Design And Applied Research

The real estate industry makes great contribution to the development of our economy, in which the brand is playing a more and more importmant role. Making evaluation to the brand value of real estate companies can help them to build their brands better, and it can lead the retate industry to a better direction, so it has an important meaning.Based on the reading of related literature, this article gave a clear definition to brand value and make a stable theory foundation for the evaluation of brand value. By summing up the existing evaluation methods of brand value, the author devided them into two groups, one is from the point of markets' view and the other is from the point of consumers' vies. Through making comparation of these two kinds of view, this article united these two kinds of view and designed the evaluation method, which was suit to the real estate industry. The method of this article based on brand value chain, which was brought forward by Keller, and made reference to the evaluation method designed by Interbrand Company.The mothod of this article adopts the thinking of multiple profits. Firstly, it defines brands' ability of making added profits for the company, which is represented by brands' profits. Secondly, it uses brands' strength to measure the duration of the brand's ability of making added profits, which is represented by brands' multiple. Thirdly, multiply brands' profits and brands' multiple and then the brand value is evaluated. The calculation expresstion is V=P×S (P=N×Q) , in which V represents brand value, P represents brands' profits, S represents brands' multiple, N represents net profits of the company, and Q represents the contribution ratio of brand in net profits of the company.The mothod of this article has two strongpoints.One is that it adopts the ratio of added profits to profits to replace the index of brands' contribution, which eliminates the element of experience and possess greater creditability. The other is that it makes a great development to the measurement items of brand strength, which highlights the consumers feeling to the brands. According to the brand value chain, consumers are the main source of brand value. Without measuring consumers' feeling to the brand, the evaluation of brand value will lose its instruction to construction of brands.Based on the interview and research of literatures, the author brought forward a 7-elements measurement model of brand strength. After factor analysis, we got seven measurement factors of brand strength of real estate companies, which were perceived product quality, perceived service quality, brand trust, brand personality, perceived value, organization association and brand awareness. Statistical results showed ideal reliabilily and validity.In the last part of this article, the author chose G Real Estate Company as an example to show how to adopt the mothod designed by this article to evaluate brand value of real eatate company.