Real Estate Brand Asset Management Study

Brand equity is one of the most valuable assets in a enterprises. In the 21st century, the real estate market has been gradually mature and rational in China. In the face of increasingly smart and rational consumers, many far-sighted real estate have been fully aware of that the real estate brand equity is related to the long-term business, the guarantee of enterprises to be more bigger and stronger, the determination of the corporate imagination as well as is key to survival of the enterprises, so it is the most important intangible assets. After the domestic real estate industry experienced the competition of quality and price initially, brands have entered the competition stage, so there is an urgent need for in-depth study of brand equity in real estate.Firstly, based on the theoretical research with the foreign scholars, the Brand theoretical research will be applied to brand equity study in this article, the meaning of the real estate business brand equity and brand equity management are defined. Through the study of the status in brand equity of China's real estate industry, the main reasons that caused the real estate industry brands not outstanding are pointed out. Secondly, combined with the development of real estate enterprises in China, the analysis systems in the real estate brand equity are studied, the real estate analysis system that based on the dimensions of consumer brand value is established, the four factors including brand notation, brand recognition, brand loyalty and brand association, which included 16 factors. Then, from the study of the status with the brand equity management and the features of the real estate, a brand equity management system in real estate is established, which from dimensions of brand equity positioning, brand equity spread, brand equity expansion and brand equity extension. The factors which should be considered in brand equity positioning are put forward, the key to limitations in brand equity expansion in real estate is advanced. Finally, the brand equity management in Van-ke real estate is studied, it has revealed the success of brand equity management, and some references are provided to the other real estate corporate with brand equity management for in China.