The Value Of Brand Equity Research Driven Brand Strategy

With the gradual change in consumer attitudes, corporate brand strategy in the specific measures that reflect the increasingly strong, because companies have a profound understanding of the brand’s position in today’s society is important not only word to describe, but in the whole economic trends in the market, gradually began to assume its leading role. Therefore, this paper is based on the perspective of brand equity as a starting point, brand equity is brand quantify, focuses on brand equity in the strategic factors involved in the building, combined with the embodiment of brand value, brand equity value of a comprehensive analysis of the brand value-driven research.In this paper, the analysis of corporate brand strategy, for the real estate industry to discuss, because the real estate industry is unique, its products and has a relatively large real value, brand value of the assets reflected in its industry is also more obvious, so, first through the real estate industry survey of brand equity data, analysis of real estate achievements and the status quo less, combined with the characteristics of the real estate industry, focusing on differences from the perspective of the real estate company’s brand development were analyzed.Real estate brand in the study of strategic planning, brand valuation model based on real estate, the value of brand equity from the study system analysis, brand equity value of real estate index system to optimize the real estate brand building model. Then the combination of Zhong Hai real estate brand development, brand positioning in the Zhong Hai real estate, communication, extension and other aspects of the real estate industry, the brand strategy planning for in-depth study and put forward the corresponding real estate brand strategy, implementation and maintenance recommendations.