Real Estate Brand Communication Research

This issue has briefly explained the basic theory of the brand and the brandcommunication,which has discussed the essence of the brand, the evolution of brandsocial value, and established the basic concept of brand communication. With thearrangement of the brand communication related theories, combined with real estateproperties and characteristics of the goods, we have analysed brand building of Chinesereal estate market and present situation of the communication. What s more, it hasexplored the importance of Chinese real estate brand communication from three angles:the market, consumers and enterprises. On this basis, from the micro perspective of thereal estate brand communication, we have summarized specific strategic planning andimplementation of the real estate brand communication, and has given full considerationto the comprehensive utilization of various media, which contains public relations,marketing and other communication channels, so as to establish integratedcommunication concept of the real estate brand and construct a complete system of realestate brand communication.