The Research On Customer-based Brand Value Of Property Service Enterprise

Chinese mainland property management has been developed for 31 years, and the homogenization of the property services has led to increasingly fierce competition between property management corporations. More and more companies begin to realize the importance of property brand and its value. Therefore, foreign and domestic brand value theories are applied to the property management industry, the thesis will choose the customer angle to study the property brand and build an evaluation index system of customer-based property brand value.Based on the evaluation models of brand value of foreign scholars, such as Aaker, Keller and Lassar, the paper selects the brand awareness, brand recognition, brand image and brand loyalty for the constituent dimensions of property brand value; and develops an evaluation index system to measure the property brand value based on the characteristics of property services business. Finally, the paper presents the management strategies to enhance property brand value in the form of case studies with 34 property corporations and hopefully provides reference for property management enterprises to build the brand value.