Chinese Real Estate Enterprises Brand Building Research

In China, property market developing rapidly in recent years, consumers become more rational and the competition of the market become more and more furious. The property companies come to realize the importance of the brand for their companies and begin to look for some way to build their brand. Some of them have done good jobs and created some famous brands such as Vanke,Gemdal,Sunshine 100 etc. But in China most of the property companies do not have enough experience and continuous tactic of brand yet. They have not built up efficient brand structure and the brand they have established are not integrated. They also do not have efficient ways to spread their brand with various methods. So the property brands do not have a specific orientation in consumers'mind yet and the influence of the brand is still very weak in the property market.Based on the current situation in China, my thesis has done some systematic research about the brand construction abroad. Then linked to the experience of those foreign companies which have succeeded in brand construction, I bring forward some ideas of brand construction which may be fit for the property companies in China: Firstly, brand is of great value for consumers and companies. For the current construction of the property brands in China are deficient, we should spend much time and energy on building up the property brands in the future. Secondly, by analyzing the productsattribute,the consumers attribute and the property character, I think that the domestic property has already had the energy to build up the powerful brands. Lastly, the brand construction need to be operated in some certain process which may include brand orientation,brand spread,brand extension and brand maintenance etc.