Advertising In The Role In Real Estate Branding Positioning

The real estate industry has become entering brand competition era gradually, and it's an important competent mechanism for corporate restructuring and reallocating their core brands. American advertising experts Levy Wright had a famous saying:the future of marketing is a war of branding--to compete with each other's brand competition. It's more important for being an dominanter of a market than that's of a factory, and the only way to dominant the market is to be the owner of a dominant brand. From the perspective of business management, brand equity is a series of property, including brand awareness, brand loyalty, brand quality, brand imagination, etc., these are all about brand name and logo linked. Specific to the real estate business, it's a brand asset beyond production, goods and other tangible assets for all the external value. Explore brand trajectory and strengthen brand equity management have been placed in front of the real estate developers.But for brand advertising and the relationship between the current real estate developments enterprises in many of them there are some common misunderstanding, or we say the blind spots. Advertising on brands including whether there is a role in shaping, or how much it can play, how they work in it, project brand and corporate brand relationship and so on, have not yet formed a more accurate(or more clarity)basic knowledge.This paper includes five parts, the first Chapter expounded advertising and brand dialectical relationship. The second chapter summarizes several typical real estate projects classification, and discussions about how to shape a more effective brand were held depending on the classification. The last chapter is explained that how could advertise communicate play a promotion role between corporate brand and project brand.