Beauty Through Sincerity

With the brand communication gradually becoming an important path for the real estate industry to attract customers and establish a positive image,the southeast region of Gemdale group is actively innovating the brand communication mode,hoping to take the lead in providing samples for the implementation of the brand value concept of "Beauty through sincerity" through the creation of representative projects.Under this opportunity,because of its land acquisition opportunity,geographical location,product series,project value and other factors,Gemdale Jiaxing Tianyuan road project has naturally become a pilot project for the implementation of the brand concept of "Beauty through sincerity".Through questionnaire survey,field research,in-depth interview and other methods,combined with the theory of "integrated brand communication"(IBC),this project comprehensively studies and judges the southeast brands of Gemdale and Tianyuan road project brands,and constructs a complete core value system of the project based on the competitive product analysis and user analysis of Tianyuan road project,and starts from the promotion strategy,display strategy and activity plan carry out overall brand communication scheme design for the project.At last,this paper analyzes the cost budget,effect evaluation,scheme summary,innovation and deficiency of Tianyuan road project.In the actual operation process of the real estate residential project,the value of the subproject is closely linked with the value of the enterprise's parent brand,and the theory of"integrated brand communication" is applied to the practice of solving the problem of brand communication of the real estate project.A scientific and systematic brand communication scheme of Tianyuan road project is designed,which not only promotes the effective marketing and promotion of the subproject,but also promotes the southeast area of Gemdale domain implementation of the brand concept of "Beauty through sincerity" provides a practical sample,to implement the corporate brand concept with the project,and to guide the specific project with the brand concept.