A sustained and consistent communication in brand building advertising the role of.docVIP

 PAGE \* MERGEFORMAT 6 A sustained and consistent communication in brand building advertising the role of China Resources Land’s ‘Beijing Tong Yuan’, ‘Sunshine Huayuan’ in Beijing is an old project, and the development cycle for nearly 10 years. In the development process, accompanied by Huayuan and the CRC’s ‘vicissitudes of life’, the project’s location is also constantly changing. But no matter what changes the last to leave the project consists of three components, namely, the demolition resettlement room, ‘Beijing Tong Yuan’ commercial housing and ‘the sun Huayuan’ apartment. It should be said, as the project developed a number of factors that result in their own three different products and market positioning co-exist, has given the brand’s success has brought congenital shape, can not avoid difficulties, on this basis, and then conduct inconsistent with man-made brand communication, it is worse, for brand-building is very unfavorable. Some time ago ‘the sun Wah’ new gallery opening, the project has been given a new product name - ‘product family’. Its propaganda slogan, the product transport, finished recreation, entertainment, education and other community-supporting, chief among them the contents of the joint developers, according to Yi Linuo furniture and Suning Appliance, furniture and electrical appliances in the housing supporting the concept of home to build finished products. From the advertising, Loushu, body advertising and other promotional tools to see, which aims to create a strong new brand. In the ad, ‘product family’ was placed in a very visible position, while its real name of the project and product brands - ‘Sun Wah’ is at a very modest position. If only from the finished product is nothing wrong with the concept of understanding of down, but if the sole purpose of product promotion and give up the original brand, shape or even create a new brand, then somewhat more harm than good. Both want to build on the basis of the original bra