A Research On The Improvement Of Brand Equity Of Real Estate Companies

Comprehensive transformation of Chinese economy has caused a huge change of the market,the macro-control policies has changed the industry competition situation,and a mass of real estate brands has emerged in endlessly......all of these phenomena are telling us about the coming of transformation of the whole real estate industry.Kinds of studies and enterprise practice have proved that,Brand will play a vital role in the new real estate market competition.As a new achievement of the development of brand theory,brandequity is able to measure the influence of a brand,also to guide a company to manage its brand objectively.This paper is trying to take Enterprise A as an example to study the promoting strategies of brand equity for Chinese real estate enterprise in this context.At first,this paper has card some representative theories of brand equity to find a suitable model,to make sure of the scientificity of the study of the Enterprise A's brand equity.We has chosen the "Five Dimensions" Model which was raised by David A.Aker as the essential conceptual model,and the "Ten Elements" Model(raised by David A.Aker as well)as the fundamental evaluation model.Then this paper has make efforts to make a summarization and sublimation of the strategies to the brand equity promotion for Enterprise A at the basis of the relevant study of these five dimensions,attempting to dig the key to enhancing its brand equity.The study has proved that,Enterprise A needs to adjust and confirm its brand orientation first for the possibility of its brand equity promotion.As to the specific marketing mode,Enterprise A needs to get rid of the stale and bring forth the fresh as well,getting back consumers' attention again under the dual role of both innovation and scale.Besides,Enterprise A,with sufficient comprehensive strength,needs to focus on the trend of the real estate industry to be ready to seize the chance which can help it to achieve a comprehensive upgrade through capital operation timely.Lots of this study results can be applied to other real estate enterprises similar to Enterprise A in all aspects.So,this paper has made another sublimation of the study's conclusion on a broader level of the real estate industry at the end,providing some suggestion about the promotion of brand equity for those real estate enterprises which are making efforts for rapid expansion and dramatic growth.