The two projects of Yuanyang and Xingyang use brand as a strong support point for their sales. Why is Yuanyang’s brand effect better? How does a development company successfully build a brand? Since 2005, the author has studied many articles about brand effects. After sorting and integrating them, I hope to share them with you. I also welcome experts to give me advice. 1. The meaning of real estate brand Real estate brand is a fashionable concept that has been frequently used in the real estate industry. However, due to various reasons, there is currently no authoritative and systematic explanation of the connotation of this concept in theory. The general definition of a real estate brand is derived from the definition of a general brand. For example, a real estate brand is based on the quality of a real estate, exploring and improving the character and taste of the real estate, establishing the popularity and reputation of the real estate, and creating the added value and intangible assets of the real estate. Real estate brands can be divided into real estate corporate brands and real estate property brands. Real estate corporate brand refers to the overall social reputation of a real estate company, while property brand is the public's perception of the social value of a specific property development project. Generally speaking, the relationship between the two is the whole and the individual. The formation of real estate corporate brands is based on the creation of various property brands, and the formation of real estate property brands is directly affected by corporate brands. They promote and restrict each other. It can be said that one prosperes and one suffers both losses. . Due to the characteristics of the real estate industry, real estate development companies generally do not apply for trademarks similar to general products for a certain project. Therefore, as far as real estate development is concerned, there is no corresponding relationship between real estate brands and trademarks. In other words, some companies or real estate properties have good brands but do not have corresponding trademarks. We still believe that real estate brand mainly refers to consumers’ inner feelings about products or services. However, since real estate products or services themselves involve many links (from the developer’s conception, planning and design to related services after the property is put into use, there are many links ), long use time (a long time from the beginning of planning and design until the property loses its use function), and many influencing factors (location, design plan, building material quality and construction quality, property management, etc.), real estate brands and There are certain differences in the brands of general products. Real estate brand is the inner feeling generated by the public through their recognition of the quality and value of a real estate organization and its products and services. It is an intangible asset of a real estate company. It is the result of the interaction and interaction of many factors over a long period of time. The following elements can be extended from the above definition: 1. The main body of evaluation of real estate brands is the public, among which real estate consumers are the most important brand evaluators. They evaluate real estate brands not only before purchasing, but also through the consumption process of real estate goods and services. Of course, media professionals, real estate and related industry experts also have an important impact on real estate brands. 2. The real estate brand refers to not only the products of the real estate enterprise organization, but also the related services. For example, an important reason why the brand of Shenzhen Vanke Real Estate Company has been established is that its property management has a promoting effect on its brand. 3. The content of real estate brand evaluation is quality and value. Real estate brand quality mainly refers to the qualifications, quality, quality, performance, grade, management, service, style, price, technology, etc. of the organization and products. 2. The particularity of real estate brands compared to general brands. Real estate is a very special product, which is significantly different from general consumer goods: 1. Real estate is an expensive and large-ticket commodity, and consumers’ purchasing decisions are affected by a variety of factors. , making it difficult for real estate brands to play a key role in real estate purchase decisions. Real estate is an expensive commodity, and people spend all their money and effort to buy a house. The purchasing decisions made by most consumers often affect their entire lives. This determines consumers' high level of concern and participation in real estate products. One or two points of interest will not make consumers pay for their wallets at all. The so-called emotional value does not play a decisive role in buying a property. This is because the current housing prices in our country have greatly exceeded This is more obvious depending on the income level of residents. Therefore, in order to achieve interactive communication with consumers, it is necessary to have more practical and rational appeals for interests, such as region, environment, price and other information points that are actually of concern, so that they can make comprehensive evaluations and purchase decisions on their own. 2. Real estate is a commodity with strong a posteriori properties, so the brand, as a guarantee and guarantee of a posteriori factors, can play an important role in influencing consumers' purchasing decisions.

The so-called a posteriori nature of a product means that consumers can clearly understand some of the qualities of the product after using it for a period of time. Many qualities of real estate products, such as sunlight, ventilation, noise conditions, etc., require consumers to fully understand them after they have stayed in the property for a period of time. With the injection of technology, the development of building materials, changes in consumer fashion, changes in lifestyle and living styles, real estate has more and more variables. For example, the architectural form that is the face of a house will undergo many changes in just a few years. Correspondingly, the construction cycle of real estate projects is relatively long. Therefore, it often happens that the architectural style is still novel when planning, but by the time it is completed, it will It's already out of date. Moreover, once a real estate project is formed, it is difficult to transform it. Unlike a large number of consumer goods, the technical parameters can be kept relatively stable, or the same brand can be continuously upgraded. 3. Repeat purchases rarely occur in real estate sales, which weakens the role of brand loyalty in the real estate field. Due to the individual nature of real estate products, it is difficult for real estate developers to repeatedly produce homogeneous or similar products of the same brand in large quantities like manufacturers of general commodities. This makes it difficult for real estate products to be purchased repeatedly by consumers like general commodities. 4. The regional nature of real estate products leads to the strong regional nature of real estate brands. Real estate is the most regional product, and there is a saying in the industry that location is deterministic. A real estate project targets a consumer group in a city, or even just a certain consumer group in a certain area of ??the city. It will not expand from one city to another or spread across the country. The wider the target market that a consumer brand occupies, the more fully the brand can develop and the more value it can create. The geographical expansion path of any brand is from regional brand to national brand to international brand. The same goes for real estate brands. However, compared with general consumer goods, the regional characteristics of real estate brands make brand expansion more difficult. 3. The role of real estate brand Although real estate brand cannot play a decisive role in the purchasing behavior of real estate commodities, real estate brand still plays an important role in real estate purchasing behavior. There are mainly three aspects: 1. Accelerate the customer's purchase decision-making speed. Since real estate is a major purchase decision that affects a lifetime for ordinary consumers, consumers will be more cautious when purchasing than other commodities and will experience comparison. A long process of selection, consideration and decision-making. A good brand can reduce consumers' doubts about a posteriori factors to a certain extent, thereby speeding up the decision-making process. In this way, the sales speed of the entire real estate project will be accelerated, thereby reducing sales expenses and accelerating the return of funds. 2. Reduce the price elasticity of demand. Brands create a new competitive dimension for goods. A good brand can enhance the irreplaceability of real estate commodities, so that customers will be less sensitive to real estate prices, which allows properties with high-quality brands to be sold at higher prices. 3. Improve customers' tolerance for real estate defects. Even branded real estate will have defects. This is because purchasing real estate is a major decision that affects consumers' lives. Of course, consumers will look at real estate with a more critical eye. However, branded properties can rely on their brand influence to alleviate customer dissatisfaction with property defects. Because the guarantee of the posterior quality factors of real estate by high-quality brands can offset certain defects to a certain extent, such as the urban garden developed by Shenzhen Vanke in Shanghai. Although it is located in Qibao, a once relatively remote place, it relies on the company's strong brand Influence, it was still successful. Brands create a new competitive dimension for products. A good brand can enhance the irreplaceability of real estate products, which allows properties with high-quality brands to be sold at higher prices. Link: Home buyers’ understanding of real estate brands. Although the developer’s brand factor does not play a very high role among the factors that consumers consider when purchasing a home, the survey conducted by the Shanfang Real Estate Research Center reflects consumers’ understanding of the role of the brand. The understanding is quite rational. 52.57% of the respondents believe that a good real estate brand first means quality, followed by credibility (43.74%) and sense of security (44.66%). Only 11.73% believe that a good real estate brand embodies identity and status. It can be seen that a good brand can help improve buyers' trust in the quality of real estate, and quality has become the primary factor for consumers to judge the quality of real estate development companies.

Real estate information dissemination channels According to the survey, newspapers are still the most important channel for consumers to understand real estate information, with a proportion of 70.62%; real estate exhibitions follow, with a proportion of 50.99%; TV (accounting for 35.18%), magazines (accounting for 22.27%) %), billboards and neon advertising (accounting for 14.36%), and radio (accounting for 11.07%). Although a few people said that they use the Internet, most people think that the Internet is too illusory and not very credible. There are also some people who said that they learned about it through insider friends or visited the house on site, but compared to the entire market, there are still very few people who have such channels. 4. Real estate brand building Current characteristics of brand building in the real estate industry: The current situation of brand creation and maintenance in the real estate industry can also be viewed dialectically using a "dichotomy". On the one hand, as competition in the real estate market intensifies, some real estate companies realize that price wars are unfeasible and will damage the company's profitability, and the location favored by consumers cannot play a role. The effectiveness of the winning formula is because the location is constantly changing. The only good way to compete is to create a good brand in the continuous development process. Through continuous brand accumulation, the company's competitiveness can be improved, and the profitability of the company's projects can also be improved. Under the guidance of this idea, many real estate companies have strengthened their emphasis on branding. Increased investment in brand creation and maintenance in various aspects such as project development and company management, and paid attention to company image CI design. This allows some regional and national brands to stand out from the competition. Looking at the current brand building situation in the real estate industry, the main characteristics are as follows: 1. Creating star properties is the main method of brand building. Many companies pay more attention to the finished product itself when building their brand, hoping to promote the company's brand building by creating star properties. However, although there is a certain connection between "star" real estate and successful brands, they are not the same thing. "Star" properties are often very random. For example, due to the lag in the development of the real estate industry in a certain area, even if the quality of the properties is average, they still sell well because of the hungry market, or because of excessive advertising investment. Celebrity Bubble” and so on. The core competitiveness, brand awareness and reputation of "star" real estate projects are difficult to compare with that of successful brands. The influence of the latter is often not limited to the real estate field, but also embodies the spirit of the times and future consumer trends. 2. Use innovation as an important means of brand building. For many years, the real estate industry has had a single type of products and one-size-fits-all products. It seems difficult to innovate and upgrade products (services); and constantly improving the functions and effectiveness of products (services) is the most fundamental requirement of the market. In recent years, some real estate companies have created product or company brands through product and business innovation, which is in line with the law of brand development. Such as "Wangyuan wrong version", "Jinfeng Yiju house underwriting", etc. 3. Brand promotion lacks coherence and focuses too much on sensationalism. Many real estate projects advocate "idea-based planning" and are often obsessed with some "weird tricks". Whether it is a "right idea" or a "wrong idea", as long as it produces a social "sensational effect", they rarely consider the crooked idea. The negative impact caused by ideas is often that the project becomes "famous" but has nothing to do with the "reputation" of the brand, leaving a bunch of unfinished buildings in the end. 4. Brand spokesperson and brand image Many real estate projects choose celebrities as product spokespersons in the hope of increasing popularity in a short period of time. But it does not mean that the bigger the brand, the better it represents the image of the product (company). The relevance and credibility of the celebrity's image and the product (company) should be analyzed and determined. The positioning of the celebrity itself should be consistent with the positioning of the product (company). Misuse of celebrities and self-defeating practices occur from time to time. This kind of misalignment can only be harmful to brand communication. For now, although the brand building of real estate companies is carried out through various methods such as advertising, real estate exhibitions, distributing corporate promotional materials, sponsoring social activities, etc., advertising, especially newspaper advertising, accounts for an absolutely large proportion. The content of the advertisement is nothing more than promoting how luxurious and noble the real estate is plus some inflammatory words. The singleness and similarity of publicity forms and content makes the entire real estate industry seem to lack the spirit of innovation. In addition, just as far as advertising is concerned, if you look at the real estate advertising in our country, it is not difficult to find that there are many advertisements for real estate properties and few image advertisements for developers (i.e. companies). This situation cannot meet the needs of market competition. Corporate image advertising plays a role in establishing a property market brand in real estate sales. However, the formation of a brand, especially the formation of a real estate brand, is not easy.

There are two reasons: First, the brand awareness of real estate developers in my country has been weak for quite some time, and they only focus on the popularity of the real estate and ignore the corporate image. Second, there are some unfavorable factors in real estate brand management, involving various aspects of real estate development. These reasons result in few famous brands in the real estate market. 5. Brand positioning focuses on consumers’ emotional and simple emotional needs. Generally speaking, the brand image of real estate companies in the minds of consumers is relatively emotional and simple. Consumers' evaluation of real estate brands mainly focuses on the strength of real estate companies, the number and attractiveness of advertisements, the level of property management, the grade of real estate, the style of real estate design, and the quality of construction. There is also a big difference between property owners and general consumers in their evaluation of real estate brands. Owners focus more on property management, the overall planning of the community and the community environment. However, since ordinary consumers do not have personal living experience, their brand evaluation of real estate companies is more focused on the perception of advertising media and sales sites. In addition, we need to pay attention to the fact that consumers are usually not as rational and in-depth about the brand value that real estate companies want to convey as companies and experts imagine. For example, Vanke's corporate culture is to build unlimited lives and want to be a professional brand. However, consumers think that Vanke's brand image is good property management and more advertising. Vanke wants to convey the professional brand connotation to consumers, but because many consumers have not bought a house from Vanke, it is difficult for consumers to understand the professional concept that Vanke wants to convey. Also, for example, for the concepts of green real estate and green communities that everyone is currently paying attention to, what consumers can understand and feel are mostly green areas, shade trees, and harmonious relationships among owners, etc. However, real estate companies want to convey The connotations of sustainable development communities, comprehensive ecological communities, energy saving and environmental protection of building materials. Under normal circumstances, it is difficult for consumers to make relevant associations. Therefore, when real estate companies are building their brands, especially when positioning their brands, they should not think of ordinary consumers as too professional and rational, and give their own brand value to more rational things. Real estate companies desperately want consumers to know how professional and responsible our brand is, but consumers mainly focus on construction quality, property management, community environment, etc. It is difficult for such brand positioning to impress consumers and make them enthusiastic. When real estate companies are positioning their brands, they must pay more attention to the simple and perceptual emotional needs of consumers. 6. Brand communication must give full play to the role of real estate membership organizations. Due to the particularity of products in the real estate industry, real estate developers must give full play to the role of real estate membership organizations when managing and building brands. Because in the process of buying a house, consumers pay more and more attention to word-of-mouth propaganda and believe less and less in media propaganda. The higher the education level and the higher the income level, the less they believe in media propaganda. Therefore, unlike other industries, the real estate industry can only increase brand awareness through extensive media dissemination. To truly enhance the brand's reputation and convert it into actual purchases, it is necessary to rely on the solid work of member organizations. At present, real estate developers with good membership organizations, such as Vanke Association, Investment Promotion Association and Hesheng Association, can make good use of member organizations to strengthen and convey the intrinsic value of the brand. Moreover, many of Vanke's houses are introduced by owner members of the Vanke Club and repurchased by the owners themselves, as well as some purchased by non-owner members. Through various activities carried out by member organizations, the brand connotation of real estate companies can be well conveyed to owners. And with good activities and real performance as a carrier, owners can also understand and absorb it well. In my opinion, real estate membership organizations are the most effective tool for corporate brand communication. 7. Establish the concept of brand equity. Brand is an intangible asset. It is a collection of comprehensive factors such as brand loyalty and popularity. It is the never-ending pursuit of enterprises. For real estate companies, brand equity requires a large investment of manpower, material resources, time and funds to increase brand awareness and improve consumer recognition of the brand. Highlight brand personality Brand is difference and personality. A brand signals a product's special identity, distinguishing itself from other products. Each brand has its own specific connotation, indicating a unique target market and a target customer group with the same perception. Developers must position the target market well and highlight their own brand personality during early project planning, rather than blindly following the trend.

8. Pay attention to brand extension. In the fierce market conditions, the era of "the emperor's daughter has no worries about getting married" and "good wine is not afraid of deep alleys" has become a thing of the past. Any enterprise or project, no matter how good it is, must gain market recognition and win consumers through good brand promotion. Therefore, in the era of brand competition, brand planning is particularly important. Among Chinese real estate companies, brand planning has not yet begun in a real sense, and many companies only stay in the formal stage. Some companies believe that just using some gorgeous words in advertisements can improve their taste and attract consumers to buy houses. This is obviously not enough. A successful corporate brand does not lie in its external form. The key is that its connotation must be recognized by consumers. Brand planning is a systematic project. It is an implementation plan that an enterprise adopts after analyzing and recognizing its own brand to facilitate product sales and expand market share, thereby scientifically formulating marketing strategies and advertising strategies. It includes the rules and implementation of brand identity, brand positioning, brand personality, marketing strategy, communication strategy, etc. The particularity of real estate companies determines the importance of their brand planning. Real estate companies must find the right entry point, carry out accurate positioning, carry out publicity through various forms, and at the same time continue to innovate, learn from others' strengths, and win unexpectedly. While displaying the external form of their brand, they must fully explore the connotation of the brand and truly become a household name. The particularity of the real estate industry also determines the fact that it is difficult for real estate project brands to form corporate brands.