Analysis of residential real estate companies in brand management.docVIP

 PAGE \* MERGEFORMAT 14 Analysis of residential real estate companies in brand management In recent years, the real estate investment boom to cities and towns, in exploring and understanding the true new way of life of consumers, develop a group of the industry’s reputation is far brown boutique brands estate. Aoyuanjituan development of the ‘Olympic Garden’ with its distinctive and original brand positioning - ‘21 Century healthy living starting from the Olympic Garden ‘, to its brand slogan’ movement on the home front ‘in the sporting spirit of the implement in the end, attracting Guangzhou market, the vast majority of sub-health executives in high-income white-collar workers and people, in the initial launch of 288 sets of houses in the garden and created a strong performance sold out within one day. Similarly, the domestic real estate sector giant Vanke is consistent with its service concept and excellent brand image, sweep where the local market, which are the brand and its business culture and strategy are inseparable. To this end, I would like several aspects of the real estate industry to make a brief Brand Management Discussion and Analysis. 1, the project brand and misunderstanding of the project concept Project the brand must be based on the brand as the core of the scientific system of marketing strategy and tactics system, and thus there are plans to launch a series of marketing campaigns, making the project the core values of the brand to consumers the full access to the target deep inside, so that consumers fully feel the experience to the project expected commitments. Vanke Group, is in this 10 years of real estate development project has been emphasis on brand building, and good at summing up the experience of the operation of the project the brand and put forward to ‘building an infinite life’ as Vanke’s brand core values of the property, so as to implement to build the core of this as a ‘national thinking, localized operation’ a series of