Real Estate Brand Building Research

With the development of market economy and the formation of a healthy competition system, brand construction is highly requested in real estate industry. The question that lay ahead of us urgently is how to construct a competitive company brand. By introducing the Customer Value Theory in CRM system to brand construction, this study restricts the precondition and base of as well as builds up a framework and the KPI system for the brand construction of a real estate company. Moreover, through the perspective of the corresponding feature of each media, the study tries to offer some suggestion and opinions to the propagation strategy of brand construction of the real estate company.After that, the thesis studies the process maintaining of the brand construction to keep brand construction going in the right direction. Brand Extension is another problem that draws much attention from many real estate companies. Through analysis of the positive and negative influences of brand extension and expanding, this thesis airs some views on the company brand development.Brand construction is a systematic project. Thus it requests the company to appraise the outcome and means from time to time to revise the process. For this reason, the study advances an appraisal system and the corresponding criterion to provide justification for brand construction from the internal and external influences.