Vanke Brand Strategy

The 21st century is the era of brands. In our lives, brands exist everywhere. Almost everything, the clothes we wear, the food we eat, the toys children play, and even the services we receive, can be branded. We are loyal to the brands. With the power of brands, the enterprises that own brands with a good reputation have made tremendous profits in the global market. Therefore most enterprises are keen to establish their own brands to express their operational concept, corporate cultures, promises to their clients and etc... Through which they can achieve the ultimate goal of keeping their enterprises everlasting.China's real estate industry is a relatively new industry. It has been developing gradually after the shut of the welfare housing distribution policy in 1998. Since then, the whole industry has been seeking better standards while the competitions have become more intense. The enterprises should not only focus on the products themselves, but also enhance the image of their brands. Among the domestic real estate companies, Vanke is one of the first brands, which is also regarded as the most famous one. Vanke's excellent marketing capabilities and profitability have proved the value of its brand.Based on the detailed analysis of all of the stages through which Vanke built its brand, and the brand's environment, this paper reveals that branding has reached a high level of sophistication. The paper studies how Vanke's new VI System (Visual Identification System) interprets and communicates the company's new development concepts and evaluates the effectiveness of the System. The study may provide a good model for other China's real estate enterprises to build their own brands.