94 years into the real estate industry in marketing, in the 11-year career, often see more and more big-name real estate brands, such as the Higashiyama villa, Star River, etc., but few know that behind the development of real estate brands business. Indeed, the real estate companies rely on the support of the project brand, but this support is to enhance the corporate brand and whether the influence of the most effective and most sustainable way?
I and many real estate industry veterans with the dialogue, they often have such confusion: first, the company for product development and direction seem to become increasingly blurred; Second, the market and changing consumer demand, the company how to find and meet, if there is such a strength to satisfy; Third, launch a new project to be hard to find selling points, brand negligible contribution to the project; Fourth, lack of coordination between projects, there is no clear unified brand image I do not see the company's products; Fifth, both inside and outside the company to convey the message often inconsistent, or the information can not maintain long-term stability; the six, the company is not a lot of decision-making around a clear core of the development, and so on. There is also confusion for consumers: either the publicity and the provision of products and services are out of touch, or to a brand every year to provide different information.
The face of business and consumers from confusion, we have to clarify what ideas that are shaping the real estate from real estate brand to create brand change?
In this regard, the real estate sector benchmarking company Vanke do to be successful. We may not say the name of several projects developed by Vanke, but we all remember the brand Wanke. This brand makes its products with regional real estate prices higher than the price of more than 20%, and maintained and expanded with the price gap; this brand reduced consumer buying cycle to repeat; this brand to ensure the success of the company's new product platform for the market ; this brand share and enhance the ability to maintain market share; the brand allows the company the financial assessment of higher stock prices more stable. More importantly, the brand inside and outside the company to ensure stable and consistent information delivery, improved employee loyalty and enthusiasm.
Vanke to have today's achievements, from its success in shaping the corporate brand, brand strategy for the systematic planning, that is defined "to your life-oriented" brand core values, presented "Building an infinite life "brand promise. Vanke's brand is a tremendous power, it creates real value of China Vanke, the value is much higher than the value of the product itself.
Today's real estate business in a relational experience, resources, funding type, after the professional-type resources are gradually integrated to change the corporate brand would provide solid protection. Government, financial institutions, partners tend to co-operation with the brand real estate. Brand integration in enhancing the company's resources, but also to rapidly increase the company's ability to make products, customer relationship management capabilities and product integrated marketing capabilities.
Enterprise regardless of size, so the brand will benefit. Small businesses to do the brand a definite direction of development, rapidly enhance the well-known; medium-sized enterprises can expand their market share increase based on reputation and loyalty, and gradually foster a strong position in the market; and large enterprises to expand business sectors affected power, secure and maintain a leadership position in the market.
We are pleased to see that enthusiasm for the brand in real estate development Pondering the situation is changing quietly. For more real estate companies focus on customer relationships, the development of enterprise's development strategy must be based on the core brand-driven thinking. For this reason, many companies have brand strategic planning as the focus of work to do at the present stage. The so-called core brand strategy is to enable enterprises to focus firmly on customer needs on the most important and fully integrated enterprise strength and advantages, while the center of gravity allows itself to fall across the competition area. Around such a focus to develop the company continued to meet consumer demand, more vitality, more influential brands.
Era real estate brand has opened the curtain, an ambitious, visionary entrepreneur, he thought would be how to better run a business brand. Like Wang Shi said: I do four things for the Vanke, choose a profession, establishing a modern enterprise system, and trained a team, set up a "Vanke Real Estate" brand.